Düsseldorf-headquartered household products firm Henkel is shaking up creative assignments for its leading detergent products to promote greater consistency across markets, according to media director Helmut Grosscurth.

As part of the streamlining, BBDO Worldwide will pick up international duties for Persil, currently handled by various local shops. Henkel does not own rights to the Persil name in Britain or France, and the brand is titled Wipp in Spain and La Chat in France.

Another beneficiary of the reorganisation is DDB Worldwide, which will receive detergents Dixan and Spee (known in some markets as X-tra). The final reassignment involves Weisser Riese, to be handled by TBWA Worldwide.

Budgets and media shops were not revealed.

News source: AdAge Global