Publicis Groupe is set to take control of luxury conglomerate LVMH’s media operations across Asia-Pacific from January 2027, according to media industry reports.

The appointment marks a major change for LVMH’s regional media strategy, bringing an end to WPP’s nine-year stewardship of the account.

WPP has handled the business since 2017 through its dedicated L’Atelier operation, which served as LVMH’s media agency of record across 13 markets in the region.

Notably, the companies reportedly reached the new arrangement without conducting a formal agency review or competitive pitch.

As a result, Publicis will assume responsibility for LVMH’s APAC media activities while WPP prepares to exit the regional mandate.

Japan will remain an exception to the broader transition. Dentsu will continue to oversee LVMH’s media business in the Japanese market, leaving Publicis without responsibility for the group’s media operations there.

Meanwhile, the latest appointment expands an already growing partnership between Publicis and LVMH. Publicis has managed the luxury group’s media activities across most of North America since 2023.

The agency has also reportedly secured U.S. media duties for Tiffany & Co., one of LVMH’s prominent luxury brands.

Consequently, the Asia-Pacific agreement gives Publicis a considerably larger role in LVMH’s worldwide media ecosystem.

At the same time, the move closes a longstanding chapter between LVMH and WPP in one of the luxury sector’s most important regional markets.