WPP Media Henkel European mandate expands consumer brands reach

The WPP Media Henkel European mandate now spans thirty markets, consolidating media duties for Persil, Schwarzkopf, Syoss and other key consumer brands.

Global advertisers are tightening their media structures to gain both efficiency and sharper local execution. Henkel Consumer Brands latest move in Europe is a clear example of that direction, as the company deepens its relationship with a long standing agency partner to manage more of its portfolio under one roof. The expanded WPP Media Henkel European mandate consolidates media duties across thirty markets for some of the region most recognisable household and personal care brands.

Henkel has awarded WPP Media the consolidated mandate for its Consumer Brands division across Europe, building on an initial assignment that covered seventeen markets from late 2024. The new scope adds thirteen more countries, extending the partnership in the company largest region and tying together media strategy for products such as Persil, Perwoll, Bref, Schwarzkopf and Syoss.

How the expanded mandate will operate across Europe

Under the renewed arrangement, WPP Media will oversee digital media activation for all thirty markets from hubs in Düsseldorf and London. A dedicated team will work in close collaboration with local market specialists to ensure that campaigns retain cultural relevance while benefiting from centralised tools, data and talent.

The model is designed to balance scale with nuance. Central hubs handle planning frameworks, technology platforms and measurement standards, while in market teams tune messaging, formats and placements to match consumer behaviour and media consumption patterns in each country.

The company intelligent marketing platform, WPP Open, played a visible role in the win. By enabling integrated workflows and connecting creative, data and media capabilities, the platform supported the transition of the newly added markets into a unified operating system.

Why brands are looking for new media structures in an AI driven world

The competitive review that led to the expanded WPP Media Henkel European mandate began in June and focused squarely on how media should function in an environment increasingly shaped by artificial intelligence. Henkel sought partners that could define clear operating models, assign roles with precision and demonstrate how technology would translate into growth rather than complexity.

WPP Media response centred on new ways of working that integrate AI tools into planning, optimisation and reporting, while still keeping human judgement at the core. The emphasis on value delivery pointed to a broader industry trend, where advertisers want transparency on how media investments link to outcomes and brand building, not just impressions.

What this means for Henkel Consumer Brands

For Henkel, consolidating media under one partner in its largest region can unlock several advantages

Consistent brand platforms for global names like Persil and Schwarzkopf
Shared learnings across markets on creative performance and channel mix

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Streamlined governance, with fewer handoffs between regional and local teams
Faster adoption of new tools and measurement approaches across the portfolio

It also gives the company a single point of accountability for media across its European Consumer Brands division, which can be critical in navigating volatile markets, regulatory changes and evolving retail landscapes.

At the same time, the collaboration explicitly preserves the role of local teams, acknowledging that household and beauty brands must still reflect cultural codes and retail realities that differ widely across Europe.

By expanding the WPP Media Henkel European mandate to thirty markets, both organisations are betting on a model that combines centralised technology and talent with local nuance, aiming to drive growth for Persil, Schwarzkopf, Syoss and other consumer brands through a more integrated and AI informed media approach across the continent.