Kering, the parent company behind luxury brands like Gucci, Saint Laurent, Balenciaga, Alexander McQueen and others, has named Dentu’s iProspect its global media agency of record.
All media planning and buying across the 42 markets where Kering has a media presence will be handled by iProspect. The agency will take over media duties in the first quarter next year.
Dentsu declined to disclose how much media spend iProspect will manage for Kering, but from July 2020 through July 2021 Comvergence estimates approximately $150 million in spend and the estimated U.S. digital spend for Kering is an additional $19.7 million.
The announcement comes after a fast-tracked media review process lasting four months that was led by R3. Kering sought a nimble and agile agency partner and found it in iProspect.
In a statement, Kering said it liked iProspect’s digital capabilities and data-driven approach.
“Enhancing our strong partnership with Kering is an amazing win for iProspect, one which propels our existing relationship onto a global stage. As the end-to-end agency, with the full scope of brand and performance media, our passionate team looks forward to working with one of the most innovative, digital first and data driven luxury brands in the world,” Amanda Morrissey, global brand president at iProspect, said in a statement.
In March, Dentsu relaunched iProspect after combining the digital agency with media agency Vizeum. This year, the iProspect’s notable wins included LinkedIn.