WPP has been awarded the consolidated global creative and production business for Henkel Consumer Brands, including brands such as Persil, Schwarzkopf and Syoss.  

The additional remit follows Henkel’s decision last year to consolidate its estimated $825 million consolidated media business in Europe with the holding company.  

The win follows a competitive global pitch that began more than a year ago.  WPP Open, the company’s agentic marketing platform, will serve as the “strategic backbone” for the new assignment.    

Cindy Rose, CEO of WPP, said the win was further evidence that the company’s turnaround plan, unveiled earlier in the year, was working.