The pitch, which threatens to end Dentsu's eight-year grip on the account, will see the incumbent team up with Universal McCann to battle GroupM's MindShare and Asatsu-DK for the French-based conglomerate's media brief — last reviewed in 2002 when the group retained Dentsu in Japan. "It has been four years since the account was reviewed and so it's timely for (LVMH) to revisit its agency line-up," said one source.
Media agencies are expected to make presentations in coming days, with a second round of pitching tipped to take place next month.
The review comes on the heels of LVMH reporting a 15 per cent increase in sales in the first quarter of 2006 over the same period last year — a time when revenue also saw double-digit growth as more Japanese consumers sought brands such as Dom Perignon and Moët & Chandon champagne.
"The Japanese market is buoyant again," LVMH said in a statement. "New leather good products, alongside the traditional lines were very well received with several models quickly moving to waiting lists."
