07/27/2006, Düsseldorf

 

Two strong partners for Henkel's Laundry & Home Care brands

From the end of this year, Henkel will be cooperating primarily with just two creative agencies
worldwide in relation to the brands of its Laundry & Home Care business sector. By
extensively concentrating on DDB and TBWA, Henkel intends to reduce complexity and enable
accelerated implementation for enhanced efficiencies in the creative process.

From the end of this year, advertising and PR of Henkel's worldwide laundry and home care brands
will be handled primarily by two global creative agencies: DDB of Düsseldorf, Germany, which will be
responsible for the international marketing of brands such as Persil and Vernel; and TBWA, which will
be assigned the creative budget for brands like X-tra and Pril. In Germany, the Agency Stöhr
Markenkommunikation, Düsseldorf, will be handling the brands Spee and Sil, while in the USA, Dial
will be supported by BBDO, which is also internationally responsible for cosmetics brands in the
segments facial care (e.g. Diadermine) and colorants (such as Country Colors).
"Following Henkel's decision to concentrate from April on two media network agencies worldwide, we
also now intend to cooperate primarily with two creative agencies in the field of laundry and home
care. This will enable us to reduce complexity while at the same time increasing efficiency and speed
in the implementation and control of the creative concepts devised," explains Dr. Friedrich Stara,
Member of the Henkel Management Board and Executive Vice President Laundry & Home Care.
"Henkel - A Brand like a Friend". Henkel is a leader with brands and technologies that make people's
lives easier, better and more beautiful. Henkel, a Fortune Global 500 company, operates in three
strategic business areas - Home Care, Personal Care, and Adhesives, Sealants and Surface
Treatment. In fiscal 2005 Henkel generated sales of 11.974 billion euros. More than 50,000
employees work for Henkel worldwide. People in approximately 125 countries around the world trust in
brands and technologies from Henkel.