WPP has secured the consolidated global creative and production mandate for Henkel Consumer Brands, marking a significant expansion of its partnership with the FMCG major.
The remit includes leading brands such as Persil, Schwarzkopf, and Syoss, and builds on WPP’s existing media business with Henkel across Europe, awarded last year.
The mandate follows a competitive global pitch process that spanned over 12 months. Henkel sought a partner capable of delivering integrated, end-to-end marketing solutions—from creative and production to marketing technology—to support growth across its global portfolio.
As part of the expanded partnership, WPP will deploy WPP Open as the strategic backbone for Henkel’s marketing operations. The platform is designed to unify teams, streamline workflows, and enable more integrated and scalable global campaigns.
The win further strengthens WPP’s positioning as a growth partner for global brands, combining creative capabilities with technology-led solutions.
Cindy Rose, CEO of WPP, said the expanded mandate reflects the effectiveness of the company’s strategy and its ability to deliver integrated marketing solutions. She added that the partnership will help accelerate Henkel’s growth by connecting creative, production, and media into a single, cohesive system.
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