French luxury brand Chanel has awarded its global media account to Omnicom Media Group after a formal review, the company confirmed today. OMG unseated long-time incumbent WPP to win the business. The switch is effective at the beginning of 2022.
Chanel spends about $380 million on measured media, per COMvergence, the agency research firm. Nearly $70 million is allocated to North America. The largest single portion of its spending goes to the APAC region ($170 million) followed by EMEA ($110 million).
Chanel issued a statement: “After a competitive pitch over several months, we confirm that we have appointed Omnicom as our new global media agency from January 2022. We were particularly impressed by their strategic approach, understanding of the brand, and ability to organize around our requirements. We wish to thank WPP for their valued counsel over the past two decades supporting our growth.”
Chanel retained MediaSense to manage the review process.