Mumbai: WPP has secured an expanded global mandate from Henkel Consumer Brands, consolidating creative and production responsibilities across its portfolio, which includes leading brands such as Persil, Schwarzkopf and Syoss.
The development builds on WPP’s existing media partnership with Henkel across Europe, awarded last year, and marks a significant step towards a more integrated, end-to-end marketing model for the FMCG major.
The expanded remit follows a competitive global pitch process spanning over 12 months, during which Henkel sought a partner capable of delivering unified solutions across creative, production, and marketing technology to accelerate growth across its global brand portfolio.
Central to the partnership is WPP Open, the company’s agentic marketing platform, which will act as the strategic backbone for Henkel’s modern marketing operations. The platform is designed to unify teams, streamline workflows, and enable faster, more cohesive global execution.
The partnership underscores WPP’s positioning as a growth partner, combining creative capabilities with technology-driven solutions to deliver measurable business outcomes.
Commenting on the development, Cindy Rose, CEO of WPP, said, “I’m thrilled to expand our partnership with Henkel Consumer Brands, now including consolidated creative and production. This win is a powerful proof point that our Elevate28 strategy is working. Henkel’s ambition for end-to-end marketing excellence aligns perfectly with our ability to bring together world-class creativity with the transformative capabilities of WPP Open, our agentic marketing platform. Building on the success of our European media partnership, we’re ready to accelerate Henkel’s growth by connecting creative, production and media in one seamless engine. This is the blueprint for how WPP delivers trusted growth for the world’s leading brands.”
