Moet & Chandon launch global digital review

According to an article on Brand Republic, the review comes as LVMH seeks to boost its Champagne sales after the recession. British consumption of the premium Champagne brand fell by 9.6 per cent in 2009.

As part of the re-evaluation, the brand has called a review of its global digital agency arrangements and has approached agencies with a brief. The review's remit includes creative and CRM duties.

According to Angela Lam, regional marketing and research manager at Moët Hennessy Asia-Pacific, the review, driven by LVMH's central marketing operation in Paris, includes Asia where Moët & Chandon currently does not have a strong digital presence.

The incumbent global agency is Mother Advertising based in London. Lam confirmed that LVMH is looking for an agency with a presence in Asia to drive Moët's online presence in the region.

LVMH works with ZenithOptimedia as their offline agency-of-record in Asia and on a project basis for digital activities. Lam added that the review may include media duties at a later stage but it has not been confirmed.

Up to now, Moët & Chandon's activities in Asia has been mostly PR driven.

Moët & Chandon launched a global print campaign, including Asia, featuring Scarlett Johansson last year.

LVMH Moët Hennessy is a world leader in luxury and own over 60 brands in the sector. The group's international retail network include over 2,400 stores worldwide and more than 70,000 employees.