Henkel called for a competitive pitch in Q4 last year.
The company holds leading positions in laundry and detergents, beauty and personal-care products, and both consumer and industrial adhesives, including well-known brands such as Persil, Schwarzkopf, and Loctite. Asia is its fastest growing market. Founded in 1876 and based in Düsseldorf, Germany, the company has its regional headquarters in Shanghai.
Last August, Henkel started construction of a 150,000-square-meter adhesives factory in Shanghai Chemical Industry Park. Scheduled to open at the end of 2012, the new facility will be the world's largest adhesives factory and will enable Henkel to cope with rapidly growing demand in China and the Asia-Pacific region.
In Australia, MEC won the Henkel media account last October, following a pitch against the 10-year incumbent OMD. OMD and MEC share the Henkel global agency roster, and pitched against each other for the Schwarzkopf account in Australia and New Zealand.
Reported in March 2010, Zenith Media, under ZenithOptimedia, won the US$10 million Reckitt Benckiser (RB) media account in China. Globally, ZenithOptimedia has RB's media account in the UK, US, Germany, and Northern European markets, with MPG handling the business outside of these markets.
