OMD Retains Media Duties For Henkel

RightGuard-DialOmnicom Group's OMD has successfully defended its U.S. media planning and buying assignment for consumer goods company Henkel after a review, according to sources. WPP’s MEC, which handles media chores for the client in a number of markets outside the U.S., as does OMD, also participated in the review, per sources.

According to Kantar Media, Henkel spent $37 million on ads in the U.S. in 2011.

Henkel last reviewed its U.S. media assignment in 2008, when OMD prevailed. The company has conducted reviews in other markets since then. In the past year, for example, the client has awarded MEC assignments in Australia and Malaysia. Earlier this year, OMD added a Hong Kong assignment to the other international chores it handles for the client.

OMD and MEC reps declined to comment on the review, referring queries to the client. A Henkel rep declined to comment.

Headquartered in Düsseldorf, Germany (with North American headquarters in Rocky Hill, CT), Henkel operates worldwide with brands in three business areas: laundry and home care, beauty care and adhesive technologies.

North American brands include Dial, Purex, Renuzit, Right Guard and Loctite. Creative agencies on the client’s roster include Red Tettemer + Partners (Right Guard) and Pereira & O'Dell (laundry and home care brands).

In 2011, Henkel had total sales of nearly 20.2 billion, up 3% from the previous year.  The company was founded in 1876.

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