Henkel, the German cosmetics-to-detergents giant, has started a media review in its home market for the first time and is considering whittling its &£300m global media roster to just two agencies.
Henkel is talking to OMD, Carat and CIA Medianetwork about the &£90m German account. The agency or agencies chosen will have a significant impact on decision making internationally because Germany is Henkel’s largest market.
Ian Gallois, international media director at Henkel, says: “Of course the chosen agency or agencies will have an influence. At the moment, we are waiting to see how the media landscape develops. We could quite possibly bring our international roster down to two agencies by a process of natural attrition.”
Henkel uses CIA Medianetwork in the UK for its cosmetics and haircare products. Carat was appointed to handle some Henkel business in the US and handles the business in France, while CIA Medianetwork and OMD split it in Italy.
Historically, Henkel has looked at international media market by market without centralisation. However, late last year Gallois was appointed as the company’s first international media director overseeing all markets.
Henkel products include the Schwarzkopf haircare range, Fa toiletries, Loctite adhesives and the Persil brand in Germany.
Henkel has a joint venture with Dial to manufacture laundry products in the US.