Henkel concludes global creative and production pitch

WPP has secured the consolidated global creative and production mandate for Henkel Consumer Brands, expanding its remit to cover iconic brands including Persil, Schwarzkopf and Syoss.

The win builds on WPP’s existing consolidated media mandate for Henkel across Europe, awarded last year, further strengthening its role as a global partner across the consumer brands portfolio.

The latest appointment follows a competitive global pitch spanning more than 12 months, during which Henkel looked for a partner capable of delivering end-to-end marketing solutions spanning creative, production and marketing technology to drive growth across its brand portfolio.

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At the centre of the partnership is WPP Open, the company’s agentic marketing platform, which will act as the strategic backbone for Henkel’s marketing model by unifying teams, accelerating global solutions and enabling a more integrated approach across markets.

Cindy Rose, chief executive officer 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.”

“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," Rose added. 

The Henkel appointment comes as WPP Media continues to deepen its footprint with major QSR brands in the region, following its latest win with KFC Singapore and Pizza Hut Singapore.

The integrated media mandate covers end-to-end media strategy, planning and buying for both brands. It also strengthens WPP Media’s existing global partnerships with KFC and Pizza Hut, extending a proven track record of driving growth and innovation across the UK, Europe, MENA, APAC and South Africa. 

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