Last year, Henkel appointed communications agency BCW to manage its beauty brands Schwarzkopf, Live and Got2b.
This profile has now expanded, with BCW's London Consumer Brand Marketing practice also managing the UK press offices for Henkel's home care and laundry brands, including Bloo, Color Catcher and Dylon. BCW will also launch Bloo's Q1 2024 campaign.
PRWeek understands that a six-figure synopsis award has been awarded for this work. BCW was used without pitching.
Paola Nicolaides, BCW's MD of Consumer Brand Marketing, will lead the account.
Nicolaides said: “The team is passionate about creating impactful media stories and we look forward to combining a strategic approach, creativity and strong client partnerships to deliver meaningful results for Henkel Laundry.”
Nikki Vadella, Henkel FMCG Marketing and Digital Director, said: “Since we began working with BCW across Henkel’s beauty portfolio in April 2023, we have increased awareness through consumer press offices and major campaigns. and has had great success in driving engagement.
“We look forward to expanding on our successful partnership and working with BCW to drive strong media relationships and creative excellence to enhance the reputation of the home care sector in 2024.”
Cherish PR, part of The Willful Group, previously held the account.
Samantha Allen, Associate Director and FMCG and Lifestyle Leader at Wilful Group, said: “It has been a huge journey to partner with Nikki and the team at Henkel Laundry & Home Care to launch the brand’s first PR function. I'm grateful to have shared the success.” We achieved this during our five-year tenure.
“With Cherish now part of the Willful Group, our commitment to working with planet-positive brands has become a key focus as we move forward in line with our core values and future aspirations. I am.”
Henkel's portfolio includes hair care products, laundry detergents and fabric softeners, as well as adhesives, sealants and functional coatings.
