WPP Media has strengthened its long-standing partnership with Henkel Consumer Brands after winning a consolidated media mandate across Europe. With this expanded scope, the agency will now lead media duties for Persil, Perwoll, Bref, Schwarzkopf and Syoss across 30 European markets – significantly widening its remit from the 17 markets awarded in late 2024.
The renewed partnership marks a major extension of Henkel’s media operations in the region, adding 13 new markets to WPP Media’s portfolio. A key enabler in this transition has been WPP Open, the company’s AI-powered marketing platform, which streamlined integration and supported the operational shift across all new geographies.
Henkel initiated a competitive review in June, focusing on shaping a future-facing media framework capable of driving growth in an increasingly AI-led landscape. WPP Media’s pitch centred on modernised operating models, greater clarity in roles and responsibilities, and a commitment to value creation across channels.
As part of the new mandate, WPP Media will run digital media activation for all 30 markets from its hubs in Düsseldorf and London. A dedicated pan-European team will work closely with local market teams to ensure unified strategy, seamless execution and culturally relevant communication across media touchpoints.
The expanded partnership positions WPP Media at the centre of Henkel’s European consumer-brand marketing, reinforcing a collaboration that continues to evolve with the industry’s shift toward more integrated, data-driven and AI-enabled media solutions.
