London / Düsseldorf, 20 November 2025 — WPP Media has been awarded the consolidated media business for Henkel Consumer Brands across 30 European markets, marking a major expansion of the companies’ ongoing partnership.
Under the new agreement, WPP Media will handle digital media activation for Henkel’s key brands — Persil, Perwoll, Bref, Schwarzkopf, and Syoss — leveraging its platform and infrastructure from hubs in Düsseldorf and London.
What’s Driving the Deal
- The move expands WPP Media’s footprint: previously, they managed 17 European markets for Henkel; this deal adds 13 more, bringing the total to 30.
- A key factor in Henkel’s decision was WPP Open, WPP Media’s intelligent marketing platform. The technology enables streamlined workflows, collaboration across markets, and efficient transitions for newly consolidated regions.
- The competitive review for this pitch, which began in June 2025, focused on how media operations should evolve in an AI-driven landscape. WPP’s proposal emphasized new operating models, clarity of roles, and delivering measurable value.
How WPP Will Operate This Mandate
- WPP Media will centralize digital media activation for Henkel from its offices in Düsseldorf and London.
- A dedicated team will manage the consolidated business, focused on achieving synergies, enforcing governance, and working closely with local markets to ensure regional nuances are addressed in media campaigns.
- The consolidation is not just about scale but also efficiency: WPP expects to drive cost savings, tighter alignment, and better performance through its unified platform.
Why It Matters
- For Henkel, this is a strategic consolidation — unifying media operations across Europe under one media partner can lead to more consistent strategies, optimized spend, and faster activation.
- For WPP Media, winning this mandate reinforces its leading role in Europe and highlights the strength of its WPP Open platform in attracting large-scale, pan-regional clients.
- The deal also reflects a broader trend: brands are increasingly looking for media partners capable of operating at scale, but also deeply understanding local markets — all enabled by advanced technology.
Bottom Line:
WPP Media’s win of Henkel’s European media business represents a significant deepening of the relationship between the two companies. By consolidating Henkel’s media across 30 markets, WPP is betting on its ability to deliver efficiency, innovation, and growth — all powered by its intelligent Open platform.
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