Publicis Takes LVMH's Asia-Pacific Media, and Tiffany's US Business With It

Publicis Groupe has won LVMH's Asia-Pacific media business, ending a nine-year tenure for WPP, with the transition beginning in January 2027. Japan is excluded and remains with Dentsu.

Separately, and not coincidentally, Publicis has also picked up US media responsibilities for Tiffany & Co., the jeweler LVMH acquired in 2021 and has been rebuilding at pace ever since.

The detail that matters to anyone in the holding-company business is that no formal competitive pitch was held. Publicis has run LVMH's North American media since 2023, and the group appears to have decided that consolidation was worth more than the theater of a review.

That is the modern shape of these decisions. Luxury media buying now lives inside retail media networks, first-party data agreements, and platform commitments that are expensive to duplicate across regions, and every additional agency relationship adds friction that clients increasingly refuse to pay for.

For WPP, losing a nine-year account without a defense is a harder headline than losing one in a pitch. For Publicis, the win extends a run that has made it the most consistent share taker among the holding companies, and it now sits across two of LVMH's three largest media regions.

The pressure shifts accordingly. When a client hands over territory rather than auctioning it, the reward for good work is more work, and the penalty for slipping is a phone call rather than a review.