Mumbai: WPP has announced that WPP Media has been awarded the consolidated media business for Henkel Consumer Brands across Europe, marking a significant expansion of the long-standing partnership between the two companies.
Under the expanded remit, WPP Media will manage media responsibilities for Henkel’s flagship brands — Persil, Perwoll, Bref, Schwarzkopf, and Syoss — across 30 markets in Europe. This development adds 13 new markets to the 17 European markets WPP Media won in late 2024, strengthening its role in Henkel’s largest geographic region.
Henkel’s decision to consolidate with WPP Media was influenced by the agency’s proven ability to drive collaboration, efficiency, and scale through WPP Open, the company’s intelligent marketing platform. The platform will also support a seamless integration process as the newly added markets transition under the unified structure.
The competitive review, initiated in June, focused on redefining the future of media and accelerating growth in an AI-powered environment. WPP Media’s winning strategy emphasized innovative operating models, redefined roles, and a strong commitment to delivering measurable value.
As part of the mandate, WPP Media will lead digital media activation across all 30 European markets from Düsseldorf and London, supported by a dedicated team responsible for driving synergies, ensuring governance, and partnering closely with local markets to address regional nuances across all media touchpoints.
This consolidation reinforces WPP Media’s position as a key strategic partner for Henkel as the company enhances its media operations and prepares for continued growth across Europe.
