LVMH Moves Portion of European Media Business From Publicis to Havas

LVMH is shifting part of its European media business from Publicis to Havas, according to sources with knowledge of the situation.

A person familiar with the matter told ADWEEK that LVMH had “decided to geographically rebalance its media agency partnerships within its current global portfolio.”

Havas’ Argentina-based agency Forward Media—already the media agency of record for LVMH in Italy and Latin America—will now take on additional European markets. While the exact country breakdown remains unclear, the shift is described as limited in scope.

Publicis continues to manage a significant portion of LVMH’s EMEA media business and retains the brand’s North American account, which remains unchanged.

The move marks the first notable change in LVMH’s media alignments since Publicis won the France and U.K. accounts in 2022—an assignment valued at approximately €260 million—and the U.S. media business in 2023. Publicis initially secured LVMH’s wider EMEA media business in 2019 following a competitive pitch.

LVMH did not immediately respond to ADWEEK’s request for comment.