๐๐๐จ๐จ๐ฉ : ๐๐๐๐ ๐ญ๐จ ๐ฆ๐จ๐ฏ๐ ๐๐ฎ๐ซ๐จ๐ฉ๐๐๐ง ๐ฆ๐๐๐ข๐ ๐๐ฎ๐๐ ๐๐ญ ๐๐ซ๐จ๐ฆ ๐๐ฎ๐๐ฅ๐ข๐๐ข๐ฌ ๐๐๐๐ข๐ ๐ญ๐จ ๐๐๐ฏ๐๐ฌ
This comes as a big surprise, but according to Open Gardenโs information, LVMH group has just entrusted Forward Media, a subsidiary of Havas, with the management of its European media budget.
The decision will be effective January 1, 2026.
This is surprising for three reasons:
1ยฐ the decision was made without any agency pitch, which happens sometimes but is pretty uncommon
2ยฐ the exiting agency, Publicis Media, seemed to have a firm grip on the account.
3ยฐ the financial implications are huge, as LVMH is the worldโs sixth-largest advertiser.
We are talking about nearly โฌ9.5 billion spent each year worldwide, spread across 75 companies, which, relative to the weight of the European market, undoubtedly represents between 600 and 800 millions euros.
Maybe a quick recap, before we go further.
Publicis won the media budget for LVMH (Louis Vuitton, Christian Dior, Moรซt Hennessy, and Celine, among others) :
– In 15 European countries (excluding France, the United Kingdom, and Italy) in 2019
– In France and United Kingdom in 2022
– In North America in 2023
Italy and Latin America are managed since 2024 by Forward Media, an agency set-up by Havas after it won the budget from Carat Luxury.
Starting January 1, 2026, Forward Media will handle Europe too.
The existing collaboration between Forward Media and LVMH has undoubtedly helped.
So has the close relationship between Bernard Arnault, the CEO of LVMH, and Vincent Bollorรฉ, the CEO of Havas.
The two groups collaborate in other areas, such as LVMH’s Formula 1 sponsorship budget and its partnership with the 2024 Paris Olympics, which earned it a Grand Prix at the Lions.
For Publicis Media, which had created a tailor-made entity, Publicis Media Luxe, this is obviously a blow.
But such is the life of media agencies, forced to undergo major restructuring as budgets are won and lost.
โIt’s the same situation that GroupM experienced when the agency lost the UK and France budgets to Publicis Media and had to close its dedicated entity,โ recalls one market observer.
Link to article :ย https://lnkd.in/dP8DQ5su