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 Youtube.com) 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.