DDB New York Wins U.S. Agency of Record Duties for Persil ProClean Detergent

The account had been with TBWA\Chiat\Day

The agency also recently won parent company Henkel's All brand. YouTube
Headshot of Patrick Coffee

German consumer and chemical goods giant Henkel has chosen DDB New York as creative agency of record for its Persil ProClean detergent brand in the U.S. after a competitive review.

The account had previously been with TBWA\Chiat\Day, which produced its 2017 Super Bowl campaign starring Bill Nye the Science Guy. Both Omnicom shops competed in the review.

“This is a great win for DDB NY. Persil is a brand with huge ambitions, and we are thrilled to work with the team,” said DDB New York CEO Chris Brown.

“We are excited to partner with DDB as we continue on our journey to establish Persil ProClean as the standard of excellence in the Premium Detergent category,” added Henkel’s head of laundry cleaning marketing, Lora Van Velsor.

The larger DDB network has long worked with Henkel around the world, creating campaigns for Persil in Germany, Egypt and Argentina, among other countries. Its New York office also won U.S. creative agency of record duties for the company’s All detergent brand in March after a review, so the new assignment effectively expands that relationship.

Henkel did not work with DDB in the U.S. for many years, however, because of a conflict with competitor Clorox. DDB San Francisco served as the creative agency of record on that business for more than two decades before the client launched a review in early 2016, eventually choosing FCB and Mcgarrybowen over DDB and Venables Bell & Partners.

According to the latest numbers from Kantar Media, Henkel North America spent more than $35 million on paid media promoting Persil in the U.S. last year and nearly $13 million in the first quarter of 2017.

Other recent DDB New York new business wins include the Tribeca Film Festival.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.