EXCLUSIVE: German-based company Henkel and its hair cosmetic brand Schwarzkopf have appointed MEC as its media agency in Australia and New Zealand, ending their relationship with OMD.
The appointment follows a local pitch process which was led by the company’s Asia Pacific regional media manager Sascha Knoepfel, who is based in Shanghai.
The pitch was called following the creation of a regional role for Knoepfel. Previously, the Australian company reported directly to Germany.
Henkel’s international policy states that the company must enter media agency pitches once every three years. While a pitch has not been held for some time, the appointment of Knopfel meant the Australian company had to follow protocol more strictly.
A spokesperson for the company confirmed the appointment to AdNews, and said the pitch had nothing to do with OMD’s performance.
MEC chief executive Peter Vogel said: "The pitch was a very detailed and rigorous process. It included two strategic case studies and a detailed media buying exercise. The win is an endorsement of MEC’s strength and capabilities in FMCG. We look forward to working closely with Schwarzkopf to drive their business growth."
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