Luxury giant behind Gucci and Balenciaga reshapes global media partnerships as premium brands adapt to changing consumer behaviour
French luxury conglomerate Kering has appointed Publicis Groupe as its global media agency following a competitive international review, signalling a strategic shift in the group’s marketing operations as luxury brands navigate a more demanding global marketplace.
The appointment gives Publicis responsibility for Kering’s worldwide media strategy, planning and buying across the group’s portfolio of luxury fashion houses, which includes Gucci, Balenciaga, Saint Laurent, Bottega Veneta, Alexander McQueen and several jewellery brands.
The account was previously managed by EssenceMediacom, part of WPP, which had overseen Kering’s global media business for approximately eight years after winning the mandate in 2018.
Industry estimates suggest Kering’s global media investment will total approximately US$293.3 million in 2026, reflecting a reduction from an estimated US$319.9 million in 2025 as the luxury group continues to optimise marketing expenditure while pursuing business transformation.
The appointment comes during a period of strategic repositioning for Kering, which has been implementing broader changes across its portfolio to strengthen competitiveness, accelerate brand desirability and improve long-term financial performance. Recent initiatives have included leadership appointments, portfolio restructuring and new partnerships aimed at reinforcing key brands, particularly Gucci.
For Publicis Groupe, the win further strengthens its position among the world’s leading agency networks, adding one of the luxury industry’s most prestigious global media accounts to its international portfolio.
BrandiQ Insight
Media Agencies Have Become Strategic Growth Partners
This appointment reflects the changing role of media agencies in today’s marketing landscape. Global advertisers no longer expect agencies simply to purchase media space. They increasingly rely on agency partners for consumer intelligence, data analytics, AI-powered planning, performance measurement and integrated customer engagement across multiple digital and traditional channels.
Winning a global account of Kering’s scale therefore represents a strategic business partnership rather than a conventional media buying contract.
Luxury Brands Are Entering a New Marketing Era
Luxury marketing is undergoing significant transformation. While craftsmanship, exclusivity and heritage remain central to luxury positioning, consumer engagement is increasingly driven by digital experiences, creator partnerships, data-driven personalisation and omnichannel storytelling.
Luxury groups are therefore reassessing their marketing ecosystems to ensure they remain culturally relevant while preserving brand prestige. Agency selection has become an important component of that transformation.
Gucci’s Recovery Remains Central
Although Kering owns several globally recognised luxury houses, Gucci continues to represent the group’s largest commercial asset. Recent strategic decisions – including creative leadership changes, business restructuring and new marketing partnerships- indicate that strengthening Gucci’s long-term growth remains a major corporate priority.
A new global media partner provides an opportunity to refresh audience engagement while improving marketing effectiveness across mature and emerging markets.
What This Means for Global Advertising
The appointment also illustrates intensifying competition among the world’s largest agency holding companies. Global media reviews increasingly focus on technology capability, AI integration, first-party data management and measurable business outcomes rather than media buying scale alone.
As advertisers seek greater accountability from marketing investments, agency networks are differentiating themselves through strategic consulting, advanced analytics and integrated communications capabilities.
Lessons for African Brands
African businesses can draw important lessons from Kering’s decision. Selecting a marketing partner should no longer be based solely on creative execution or media buying capacity. Brands should increasingly evaluate agencies on their ability to deliver strategic insight, consumer intelligence, data capabilities, digital innovation and measurable commercial impact.
As competition intensifies across African markets, these capabilities will become increasingly important for building resilient brands.
The Bigger Picture
Kering’s appointment of Publicis Groupe highlights how marketing partnerships have evolved into strategic growth decisions. For global luxury companies, media agencies are no longer simply communication suppliers – they are partners in shaping customer experience, brand equity and business performance.
In an increasingly competitive luxury marketplace, the strongest brands will be those that combine timeless heritage with modern marketing intelligence, using data, creativity and strategic partnerships to remain relevant to the next generation of consumers.
