Kering Group, which owns brands such as Gucci, Yves Saint Laurent and Balenciaga, has appointed iProspect, owned by Dentsu, to manage its global media planning and buying account.
The review began in the summer, with news broke by US Campaign, when he announced that the incumbent Zenith was on board to defend the company.
This is a great victory for iProspect, whose mission will extend to planning and media buying across all of the Kering group’s brands and markets, integrated into all brands and performances.
iProspect will act as the media partner of the Kering group in the 42 markets where it has a presence in the media, and will fully take over the activity during the first quarter of 2022.
The exam was led by R3 and is described as a “one-time, four-month agency exam based on innovation principles and a fast-track process”.
Kering praised iProspect’s “data-driven strategic vision and capabilities, its drive for innovation and creativity, and its consistent agile mindset”.
Kering owns luxury brands such as Gucci, Yves Saint Laurent, Bottega Veneta, Balenciaga, Alexander McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ulysse Nardin, Girard-Perregaux and Kering Eyewear.
According to data from COMvergence, the group spent $ 139.5million (£ 103.5million) on media around the world in 2020. But U.S. sources at Campaign estimated the spending could be much higher. , closer to 480 million euros ($ 566 million) worldwide.
Amanda Morrissey, President of iProspect’s Global Brand, said: “Strengthening our strong partnership with Kering is an incredible victory for iProspect, which propels our existing relationship onto the global stage.
“As an end-to-end agency, with the full spectrum of brand and performance media, our passionate team looks forward to working with one of the most innovative, digital and data-driven luxury brands in the world. . “
