The German company's global account is handled by MEC, OMD and Carat.
The China brief, according to a source, was managed by OMD in 2001/02. However, the brand has been working with two agency partners in recent years, believed to include Carat and a local shop. "Henkel has not been that active in China," said a source. "But now that there are new products acquired in the market, we can expect an increase in activity from the brand."
The China pitch comes on the heels of Henkel awarding its $5.4 million India media account, which includes haircare brand Schwarzkopf, to MEC in August last year. The four-way shootout included Media Direction and Optimum Media Solutions, which has affiliations internationally with OMD, and five-year incumbent Lodestar.
Henkel to review China media biz
Henkel is gearing up to review its Rmb 50 million (US$6.2 million) media business in China, according to industry sources.