WPP expands Henkel Consumer Brands remit

The expansion builds on the successful consolidated media business awarded to WPP last year across Europe

by e4m Staff
Published: Apr 29, 2026 7:02 PM | 2 min read

WPP has been awarded the global creative and production business for Henkel Consumer Brands, which includes well-known brands such as Persil, Schwarzkopf, and Syoss.
This partnership follows a successful media business collaboration initiated last year in Europe and comes after a year-long competitive global pitch.
The agreement aims to provide integrated solutions that enhance growth across Henkel's diverse brand portfolio, leveraging WPP's creative talent and technology.
Cindy Rose, CEO of WPP, emphasized that this expansion reflects the effectiveness of their Elevate28 strategy and the alignment with Henkel's marketing goals.

WPP today announced it has been awarded the consolidated global creative and production business for Henkel Consumer Brands, encompassing brands such as Persil, Schwarzkopf and Syoss. This expansion builds on the successful consolidated media business awarded to WPP last year across Europe.

The win follows a competitive global pitch spanning over 12 months, where Henkel sought a partner to deliver integrated end-to-end solutions from creative to marketing technology capable of accelerating growth across its extensive global brand portfolio.

This expanded partnership is a powerful testament to WPP’s distinctive ability to deliver integrated, measurable impact and build trusted client relationships through its industry-leading creative talent and transformative technology, further demonstrating WPP’s commitment to being the trusted growth partner for clients

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.”