Publicis Groupe is set to take over LVMH’s media operations across the Asia-Pacific region from January 2027, expanding its relationship with the luxury conglomerate while ending WPP’s nine-year hold on the regional account.
The change will see Publicis assume responsibility for LVMH’s media activities across the region, with Japan remaining outside the arrangement. Dentsu will continue to manage the luxury group’s media business in the Japanese market.
Brandspur Brand News reports that WPP has managed LVMH’s Asia-Pacific media account since 2017 through L’Atelier, its dedicated operation for the luxury group. The agency handled the business across 13 markets during the partnership.
The transition is particularly significant because the new arrangement was reportedly reached without a formal competitive pitch or agency review, marking a direct shift in one of the luxury industry’s major regional media accounts.
For Publicis, the Asia-Pacific mandate deepens an existing relationship with LVMH. The agency has handled much of the group’s media activity in North America since 2023, giving it an established position within LVMH’s global marketing structure.
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Publicis has also reportedly secured media responsibilities in the United States for Tiffany & Co., the luxury jewellery brand owned by LVMH.
The addition of Asia-Pacific therefore gives Publicis a wider role across LVMH’s international media operations, strengthening its presence in markets that remain important to the global luxury business.
For WPP, the decision brings a long-running regional partnership to an end after nearly a decade. Its L’Atelier operation had provided LVMH with a dedicated media structure across multiple Asia-Pacific markets since securing the account in 2017.
The January 2027 transition will leave LVMH’s regional media responsibilities divided between Publicis across much of Asia-Pacific and Dentsu in Japan, while further consolidating Publicis’ position as a major media partner to the luxury group globally.
