Henkel Keeps OMD As Lead Agency

Agency OMD in Los Angeles has successfully defended Henkel’s U.S. account, the company has confirmed. Estimated annual media spending is $60 million.

Mediaedge:cia also competed for the business.

With the win, OMD will be expanding its role with Henkel by providing new service offerings, including assignments to OMD’s new Ignition Factory unit, which the shop launched this summer with the arrival of new U.S. CEO Alan Cohen. The unit focuses on developing innovative uses of media designed to better engage consumers.

OMD will continue to handle buying and planning duties for the majority of the brands across North American Henkel, including Dial, Purex, Renuzit, Right Guard and Loctite.

“We are excited about reinventing our relationship with OMD and look forward to their deeper involvement in our integrated media communications planning,” said Kara Tobin, director of media and integrated marketing at Dial.

Added OMD’s Cohen: “With our new offerings and our ability to develop strategic and creative thinking, we are confident that we will help Henkel achieve their business objectives.”
OMD recently won the Callaway and McAfee accounts, both new assignments, in addition to work from Intel and Visa earlier this year.

OMD also handles Henkel in the Europe, Middle East and Africa regions, Asia-Pacific and Latin America. Those assignments were not part of the just completed review, which focused on the U.S.