WPP has secured a significantly expanded role for Henkel Consumer Brands, taking on the consolidated global creative and production mandate for the company’s portfolio, which includes well-known names such as Persil, Schwarzkopf, and Syoss.

This award follows Henkel’s strategic decision from the previous year to consolidate approximately $825 million of its European media business under WPP’s management.

The new assignment emerges from a rigorous global pitch process that was initiated over a year ago. It builds upon the existing partnership between WPP and Henkel, reflecting the German company’s ambition to streamline its creative, production, and media operations within a unified marketing framework.

Central to this expanded partnership is WPP Open, the company’s agentic marketing platform, which will serve as the strategic backbone for the relationship. The platform will connect global teams and facilitate more coordinated, integrated marketing execution across Henkel’s international operations.

Cindy Rose, CEO of WPP, described the win as validation of the holding company’s turnaround strategy known as Elevate28. “I’m thrilled to expand our partnership with Henkel Consumer Brands, now including consolidated creative and production,” Rose said.

“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.”

Rose 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.”