WPP announced that WPP Media has been awarded the consolidated media business for Henkel Consumer Brands across Europe. This expanded remit includes responsibility for Henkel’s brand names, including Persil, Perwoll, Bref, Schwarzkopf, and Syoss, across 30 markets.
The decision sees WPP and Henkel deepen their already successful partnership in Europe, Henkel’s largest geographic market, adding 13 new markets to the 17 European markets WPP Media was awarded in late 2024.
WPP Media’s proven track record of collaboration and efficiency through WPP Open – WPP’s intelligent marketing platform – was a decisive factor in Henkel’s decision. The platform will enable a rapid and seamless transition for the newly integrated markets.
WPP Media will lead Henkel’s digital media activation across all 30 European markets, based in Düsseldorf and London, with a dedicated team focused on achieving synergies and governance. The team will work closely with local markets to manage local relationships, ensuring that local nuances are addressed across all media touchpoints.
