WPP expands Henkel Consumer Brands remit

WPP has secured the consolidated global creative and production account for Henkel Consumer Brands, extending its relationship with the company across major brands including Persil, Schwarzkopf, and Syoss.

The win builds on WPP’s existing media mandate for Henkel in Europe and follows a 12-month competitive pitch process focused on integrated marketing capabilities spanning creative, production, and marketing technology.

Integrated creative and production remit

Under the expanded partnership, WPP will deliver end-to-end creative and production services across Henkel’s global portfolio. The scope is designed to align brand storytelling with media and technology to support more coordinated marketing execution across markets.

The appointment reflects Henkel’s strategy to streamline its agency model and work with partners capable of delivering integrated solutions at scale.

Cindy Rose, chief executive officer, WPP: "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."

Focus on integrated growth model

The partnership will connect creative, production, media, and technology capabilities within a single operating framework. WPP aims to support Henkel in accelerating growth across its international brand portfolio through more unified campaign development and execution.

The agreement strengthens WPP’s positioning as a long-term growth partner for Henkel, following its earlier consolidation of media responsibilities across Europe.

www.wpp.com

www.henkel.com

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