01/26/2006, Düsseldorf


Henkel drafts in two global players

From 2006, Henkel will be joining forces with two media agencies. By concentrating on OMD and Mediaedge:cia, the company will be able both to benefit from synergy effects and increase the cost-efficiency of its media budget.

In future, Henkel will be placing its trust in two global partners for handling its media activities. Concentration on these media agencies will serve to reinforce Henkel's communications activities worldwide. The two players, engaged effective April 2006, are OMD and Mediaedge:cia. With them, Henkel intends in future to establish an effective media strategy for the consumer brands manufactured and marketed by its business sectors Laundry & Home Care, Cosmetics/Toiletries and Consumer and Craftsmen Adhesives. Henkel shall, however, continue to avail itself of the services of other agencies in order to serve specific requirements at a more regional or local level.
"We are delighted to have entered into a cooperation agreement with these two powerful networks. There is no doubt that they will enable us to deploy our media budget more efficiently in the future and to develop innovative methods of addressing our customers and consumers," says Helmut Grosscurth, International Media Director at Henkel.