Good news from WPP at last. A day after the network reported a 4% global decline in revenue and a 7.9% drop in Australia in first quarter 2026 (that’s six consecutive quarters of organic revenue decline for Australia), it has announced a major win.

WPP has been awarded the consolidated global creative and production business for Henkel Consumer Brands, encompassing brands such as Persil, Schwarzkopf and Syoss. This builds on the successful consolidated media business awarded to WPP last year, across 30 markets in Europe.

The win follows a competitive global pitch spanning over 12 months, where Henkel was looking for a partner to deliver integrated end-to-end solutions from creative to marketing technology capable of accelerating growth across its extensive global brand portfolio. WPP Open will be the strategic backbone for Henkel’s modern marketing structure, unifying teams, accelerating global solutions, and driving a more integrated approach.

Cindy Rose, CEO of WPP, stated,”I’m thrilled to expand our partnership with Henkel Consumer Brands, now including consolidated creative and production. This win is a powerful proof point that our Elevate28 strategy is working. Henkel’s ambition for end-to-end marketing excellence aligns perfectly with our ability to bring together world-class creativity with the transformative capabilities of WPP Open, our agentic marketing platform. Building on the success of our European media partnership, we’re ready to accelerate Henkel’s growth by connecting creative, production and media in one seamless engine. This is the blueprint for how WPP delivers trusted growth for the world’s leading brands.”