Campaign Imminent: LVMH taps new media AOR (Score 61)

Sales Lead: LVMH recently awarded several brands' media accounts to Publicis.

  • The agency will work with brands such as Louis Vuitton, Christian Dior, Moet Hennessy, and Celine.
  • This shift replaces incumbent US media AOR Dentsu.
  • The company will likely:
    • Launch a new campaign
    • Implement strategy shifts
    • Ramp up spend
    • Conduct additional agency reviews
  • Target demographic
    • ​​​​​​​Millennial women

Additional spending insights:

  • Broadcast insights (TV ad creative spend)
    • Refer to this chart for recent national TV spend for top brands. 
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: Since the beginning of 2023, LVMH has spent approximately $11m on digital ads, up slightly (4%) from the approximately $10.6m spent within the same 2022 timeframe.
    • YTD data: The company has earned around 1.4b digital impressions YTD via Instagram (61%), Facebook (20%), YouTube (11%), desktop display (5%), and Twitter (3%) ads.
    • Last year: LVMH ended up spending roughly $31.1m on this channel in 2022, 30% more than the roughly $23.9m spent in 2021.
  • Additional channel insights  
    • The company utilizes digital, OOH, local broadcast, print, radio, Google Ads, Twitter, Facebook, Instagram, TikTok, and online video (primarily via ads.
    • LVMH sponsors podcasts such as We Study Billionaires, Our Fake History, Dr. Laura Call of the Day, Impact Theory with Tom Bilyeu, and The Prof G Pod with Scott Galloway.

Additional agency insights:

  • Opportunity: Contact soon to see if LVMH seeks additional new agency partners following this review.
    • ​​​​​​​Since LMVH and all of its agency partners are headquartered in NY, readers in the NE may have an advantage.
  • Current agency roster:
    • ​​​​​​​​​​​​​​Publicis: Media AOR (May 2023)
    • MediaMonks: Digital and media buying agency partner
    • EssenceMediaCom: Media buying and planning agency partner
    • Posterscope U.S.A.: Media buying and planning agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.