Henkel Consumer Brands has consolidated its European media business at WPP Media.
The assignment represents an expansion of WPP's responsibility, including Henkel consumer brands such as Persil,
Perwoll, Bref, Schwarzkopf and Syoss across 30 markets.
In terms of market coverage, the consolidation nearly doubles WPP Media's responsibility from 17 European markets previously,
beginning in late 2024.
"The competitive review, which commenced in June, centered on reimagining the future of media and driving growth in an AI-powered landscape," the companies said in a
statement.