The World: Shanghai - MPG scoops French fashion brand's media brief

Hermes, the French fashion brand, has chosen MPG, the media communications arm of Havas Media, to handle its media accounts for the entire Greater China region.

MPG got the green light after a pitch that also involved ZenithOptimedia and OMD. Online activities will be handled by Media Contacts, the interactive arm of Havas Media.

The appointment comes as China's luxury market begins to boom.

Last year, it accounted for only 2.7 per cent of world sales, but it is expected to grow rapidly as mature markets such as Japan plateau or decline.