WPP deepens integrated marketing role for Henkel’s consumer brands portfolio

Singapore – WPP has been awarded the consolidated global creative and production business for Henkel Consumer Brands, expanding its remit with the company and strengthening an existing partnership between the two firms.

The assignment covers several brands within Henkel’s consumer portfolio, including Persil, Schwarzkopf, and Syoss. The move follows WPP’s appointment last year to handle Henkel’s consolidated media business across Europe.

According to the companies, the expanded mandate was awarded after a global pitch process that lasted more than 12 months. 

Henkel sought a partner capable of delivering integrated end-to-end services, spanning creative development, production, and marketing technology, to support growth across its global brand portfolio.

As part of the partnership, WPP will deploy WPP Open, its agentic marketing platform, to help support Henkel’s marketing operations. The platform is intended to serve as a central system connecting teams and enabling more coordinated global marketing execution.

The agreement builds on the companies’ existing collaboration and reflects Henkel’s aim to streamline creative, production, and media activities within a unified marketing structure.

Cindy Rose, CEO 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. 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.”

She added, “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.”