Henkel Consumer Goods, the parent company of brands such as Schwarzkopf, Dylon, and Oust, has chosen Group M as its European media partner after a competitive bid against Dentsu and Interpublic Group. The review was referred to as a market consolidation earlier this year.
Group M, through Wavemaker, was the incumbent in nine of the markets reviewed, including the United Kingdom. After the review, which included the UK as well as the Netherlands, Belgium, Germany, Ireland, Estonia, Hungary, Latvia, and Lithuania, it kept all nine of the incumbent markets. It will also broaden its purview to include Poland, France, Switzerland, the Czech Republic, Slovakia, Bulgaria, Slovenia, and Cyprus as of January 2025.
Although they weren’t covered in the European media review, it also manages Henkel’s media in Finland and Australia. According to the Campaign, Henkel’s European media is worth €500 million (£416 million).
As reported by Campaign,
Nuria Ribe, chief marketing officer of global category laundry and homecare at Henkel, said:
“We sought a strategic partner to support our marketing transformation journey at Henkel Consumer Brands, and Group M delivered with expertise and commitment. Their strong capabilities in media, data and technology impressed us throughout the process, and they consistently put their best team forward. Most importantly, we’re aligned on how to drive value in the future.”
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