WPP Media secures Henkel’s European media remit

WPP Media has been appointed to handle the consolidated media business for Henkel Consumer Brands across Europe, expanding a long-standing partnership in the company’s largest regional market. The scope covers household names including Persil, Perwoll, Bref, Schwarzkopf and Syoss across 30 countries.

This decision adds 13 markets to the 17 that WPP Media won in late 2024, significantly broadening the agency’s responsibility for Henkel’s European media operations. The move reflects Henkel’s aim to streamline its media approach while strengthening consistency and performance across the region.

WPP Open cited as key factor in award

Henkel selected WPP Media following a competitive review that began in June and focused on redefining media growth in an AI-driven environment. WPP Media’s strategy centred on new operating models, refreshed roles and a strong emphasis on value creation.

Henkel noted that WPP Media’s collaborative approach and efficiency through WPP Open, the group’s intelligent marketing platform, were decisive in the final choice. The platform is expected to support a smooth transition for the newly integrated markets.

A regional hub for digital media activation

WPP Media will oversee digital media activation for all 30 European markets from Düsseldorf and London. A dedicated team will focus on governance, regional alignment and collaboration with local markets to ensure that country-specific needs are addressed across media touchpoints.

www.wppmedia.com

www.henkel.com

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