Henkel, the German company that owns brands including Persil and Schwarzkopf, has appointed WPP to handle global creative duties.
WPP won the account in a pitch against incumbent Omnicom.
Campaign understands WPP creative agencies Grey and Ogilvy and WPP Production were involved in the pitch and a bespoke team will work on the account.
The remit is believed to include creative, production and martech in all markets, including the UK.
Omnicom’s Germany-based HeimatTBWA has been working on brands including Persil, Pril, Somat, Perwoll, Spee, Schauma and Schwarzkopf.
In November, Omnicom and WPP went head-to-head on Henkel’s $825m (£630m) European media business, with WPP Media emerging victorious on the consolidated account.
WPP and Omnicom declined to comment.
Henkel has been approached for comment.
A version of this article first appeared on Campaign Germany.
