HENKEL HANDS GLOBAL CREATIVE ACCOUNT TO WPP

Henkel, the German consumer goods giant behind Persil and Schwarzkopf, has appointed WPP to lead its global creative account, replacing incumbent Omnicom. The move follows WPP’s consolidation of Henkel’s $825-million European media business last November, strengthening its integrated marketing hold with a bespoke team from Grey, Ogilvy, and WPP Production.  

Henkel has announced a major shake-up in its agency partnerships, awarding WPP the mandate to oversee its global creative account. The decision marks a significant shift in the company’s marketing strategy, unseating Omnicom and reinforcing WPP’s growing influence over Henkel’s brand communications.  

The appointment builds on WPP’s successful consolidation of Henkel’s $825-million European media business last November, a move that already signalled the network’s deepening relationship with the German multinational. With this latest win, WPP now commands a more comprehensive role in Henkel’s integrated marketing, spanning creative, production, and martech responsibilities across global markets.  

A bespoke team comprising talent from Grey, Ogilvy, and WPP Production will spearhead the account, tasked with delivering cohesive brand narratives and innovative campaigns for Henkel’s diverse portfolio, which includes household names such as Persil, Schwarzkopf, and Loctite. The collaboration is designed to unify Henkel’s creative output worldwide, ensuring consistency while adapting to regional market dynamics.  

Industry observers note that the move underscores Henkel’s ambition to streamline its marketing operations and leverage WPP’s scale and expertise in integrated solutions. For WPP, the appointment represents a high-profile addition to its roster, further consolidating its position as a leading partner for global consumer goods brands.  

The shake-up also reflects broader trends in the advertising industry, where multinational corporations are increasingly seeking consolidated agency models to drive efficiency, innovation, and brand coherence across markets. By entrusting WPP with both creative and media responsibilities, Henkel signals confidence in the network’s ability to deliver end-to-end marketing solutions at scale.  

As Henkel continues to expand its global footprint, the partnership with WPP is expected to play a pivotal role in shaping its brand storytelling and consumer engagement strategies, reinforcing its competitive edge in the fast-moving consumer goods sector.