WPP has expanded its partnership with Henkel, securing the consolidated global creative and production business for its consumer brands division.
The remit covers a portfolio of brands including Persil, Schwarzkopf and Syoss, and builds on the media mandate awarded to WPP across Europe last year.
The appointment follows a competitive global pitch process spanning more than 12 months, with Henkel seeking a partner capable of delivering integrated, end-to-end solutions across creative, production and marketing technology.
The expanded scope reinforces WPP’s positioning as a growth partner, combining creative capabilities with data and technology to drive measurable impact across global brand portfolios.
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. 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.”
