BOSTON Henkel said it is planning to meet with five agencies in a review for a new corporate image push designed to better position the German consumer products giant in North America.
The shops are Interpublic Group's Mullen in Wenham, Mass.; independent Partners + Simons in Boston; and Omnicom Group agencies BBDO, DDB and TBWA\Chiat\Day, all in New York, a client representative said. Those contenders were selected based on written submissions from about a dozen shops, the rep said. (BBDO and DDB already do some work for the client, but those assignments will not be affected by the corporate review.)
Meetings with the agencies will take place next month with a decision coming by the end of July.
Spending has not been determined, the rep said. Sources pegged the budget at $10 million or more.
Henkel, with U.S. operations based in Gulph Mills, Pa., last year acquired ARL and Dial Corp.