LVMH dumps CIA in Initiative move

The world’s largest luxury goods giant, the French company, Louis Vuitton Moet Hennessy, has taken its UK media business out of CIA Medianetwork and handed the entire pounds 10 million centralised account to Initiative Media.

The world’s largest luxury goods giant, the French company, Louis

Vuitton Moet Hennessy, has taken its UK media business out of CIA

Medianetwork and handed the entire pounds 10 million centralised account

to Initiative Media.



The company had considered centralising its media planning and buying

around Europe into a single pounds 115 million account, and has been

holding talks with Carat, Initiative, CIA and Mediapolis about the

opportunities for consolidation. All four agencies were on the LVMH

roster in different local European markets.



LVMH’s media business is currently centralised on a market-by-market

basis, but this latest exercise was designed to determine whether any

further efficiencies were achievable through a full centralisation.



Last week the company decided there were no additional advantages to be

gained at this stage from appointing a single media network and called

off the pan-European review.



But LVMH decided to make some local changes in individual markets - in

the UK it is parting company with CIA, which has handled the business

for the past four years.



Initiative Media will take on the UK account from the autumn. The

appointment means Initiative now handles the business in a number of key

territories, including the French home market, where adspend tops pounds

40 million, and also in Germany.



The LVMH portfolio includes Louis Vuitton luggage and leather goods,

Moet & Chandon, Dom Perignon and Veuve Cliquot champagne, and the

Givenchy, Christian Dior, Guerlain and Kenzo fragrance, cosmetics and

couture houses.



No-one at Initiative Media was available to comment on the win.



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