French luxury group LVMH has moved its Asia-Pacific media business from WPP to Publicis Media, ending WPP’s nine-year association with the account.
The change will take effect from January 2027, with Publicis Media handling LVMH’s media operations across APAC, except Japan, where Dentsu will continue to manage the business.
The account was awarded to Publicis without a formal competitive pitch, according to reports.
LVMH’s portfolio includes more than 75 luxury maisons spanning fashion and leather goods, perfumes and cosmetics, watches and jewellery, wines and spirits and selective retailing. Its major brands include Louis Vuitton, Dior, Fendi, Celine, Loewe, Tiffany & Co., Bulgari and Sephora.
Publicis already manages a significant part of LVMH’s media business in North America, having won the mandate in 2023. The agency group has also taken on US media duties for Tiffany & Co., which LVMH acquired in 2021.
The move also builds on an existing relationship between Publicis and LVMH brands in the Gulf. In 2025, Spark Foundry ME, part of Publicis Media Middle East, hosted a Dubai summit bringing together teams from LVMH brands including Louis Vuitton, Dior, Tiffany, Guerlain, Givenchy, Loewe and Sephora with major media platforms. The event, organised by Publicis Media Luxe, focused on changing consumer behaviour and the future of beauty in the GCC.
The APAC win comes as LVMH’s business in the region, excluding Japan, continues to recover. In its first-half 2026 results, the group reported revenue of €38.6 billion for the six months ended June, up 2% organically.
Among its divisions, Watches and Jewellery posted 9% organic growth during the period, while Selective Retailing grew 5%. Fashion and Leather Goods declined 1% organically for the half, although the division returned to 1% growth in the second quarter.
The move strengthens Publicis’ relationship with one of the world’s largest luxury groups and expands a partnership that already has a presence across key luxury markets, including the Gulf.
