Henkel consolidates media business into OMD

FMCG giant Henkel has consolidated its media buying and planning accounts across the Middle East and North Africa into OMD.

The agency, which had previously only handled the GCC region for Henkel, will now manage the group’s portfolio of brands across the GCC, the Levant and North Africa. The group’s brands include Persil, Dac, Pril and Palette.

The pitch, which was managed by both the regional team in Cairo and the global team in Dusseldorf, involved three stages and three media agency networks. Prior to the consolidation, Henkel had been working with different agencies in the various regions.

“OMD has clearly and effectively demonstrated how it will deploy its resources and strengths consistently across our brands and markets and was the unanimous choice of all the people involved in the evaluation at brand, regional and global level,” said Mohamed Siam, Henkel’s regional business development director.

Shadi Kandil, managing director of OMD UAE, said: “This decision validates our drive into North Africa, with the opening and strengthening of our operations there. This, combined with our strength in the GCC and the Levant, has proved to be a decisive factor in our appointment. The competition was fierce and this made winning Henkel’s AOR for the region even sweeter.”