The agency was awarded the business following presentations by itself and the incumbent, DDB in Dusseldorf, to the client.
DDB in Dusseldorf had handled the business since 1997. However BDH/TBWA's links with Henkel go back to 1972 when it was appointed to launch Pritt in the UK.
It was awarded the global assignment in 1991 and continued to handle it in the UK for six years while the bulk of the business was reassigned to DDB in Dusseldorf.
The appointment is the precursor to planned new product launches under the Pritt name, and moves to extend the brand's appeal beyond Europe and into the Far East and Latin America.
BDH/TBWA's first work, which is set to break in the UK and Germany in late spring, will support the introduction of PowerPritt, a more powerful glue stick.
Media buying continues to be handled by DDB and the Media Shop in the UK.