Dentsu Wins Tapestry's Global Media Account in Landmark Pitch

Luxury fashion conglomerate Tapestry, Inc. has appointed Dentsu as its global media agency of record outside the United States, effective immediately. The appointment covers Coach and Kate Spade New York across Asia-Pacific (APAC) and Europe, Middle East, Africa, and India (EMEAI).

Scope of the Appointment and Key Dates

Dentsu will manage media planning and buying across seven confirmed APAC markets: Japan, China, Korea, Singapore, Malaysia, Australia, and New Zealand. APAC work commenced February 1, 2026. The EMEAI appointment was announced January 16, 2026.

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The win followed two separate competitive pitch processes. Dentsu first won the EMEAI review, defeating incumbent agencies IPG and Hearts & Science. A subsequent APAC pitch concluded with Dentsu retaining and expanding its existing relationship with Tapestry in China into a full regional mandate.

Kylene Campos, Tapestry's Senior Vice President of Brand and Growth Strategy for APAC, cited Dentsu's performance across both reviews. "Throughout the pitch process, Dentsu stood out for their deep understanding of our brands, strong local market insight, and ability to translate strategic ambition into meaningful consumer connections," Campos said.

China Relationship Served as Foundation for Broader Win

Prior to the global review, Dentsu X Global had already served as Tapestry's agency of choice in China. That existing relationship provided demonstrated capability in one of the world's most competitive luxury markets and was referenced as foundational to the expanded APAC appointment.

Prerna Mehrotra, Chief Client Officer and Practice President for Media at Dentsu APAC, confirmed the agency's approach. "We are delighted to be chosen as Tapestry's partner and energized by their global momentum and ambitions for APAC," Mehrotra said. She added that Dentsu's "connected capabilities, cultural intelligence, and regional expertise" would support Coach and Kate Spade's consumer relevance and growth across the region.

Campos identified APAC as a priority growth area for Tapestry, signaling that the consolidation is driven by growth ambitions rather than cost reduction alone.

Dentsu's Luxury Portfolio Expands in Early 2026

The Tapestry appointment adds to Dentsu's growing list of premium brand clients. Effective January 1, 2026, Dentsu (led by iProspect, its digital-focused media agency) was appointed to manage media strategy for BMW, MINI, and BMW Motorrad across Europe, with a worldwide rollout planned.

iProspect UK also played a central role in winning the Tapestry EMEAI account. The win contributed to Dentsu ranking second in Campaign's UK new business rankings and third in RECMA UK media rankings for 2025.

Consolidation Trend Reshaping Agency Relationships in Asia

The appointment reflects a broader shift among global fashion and luxury brands. Rather than managing separate agency relationships market by market, companies like Tapestry are moving toward single agency of record structures that cover multiple regions under one holding group.

The Tapestry mandate alone spans seven APAC markets with distinct consumer behaviors, digital platforms, and purchase patterns. The consolidated model aims to deliver consistent brand messaging, more efficient media buying, and integrated data capabilities across those markets simultaneously.

Dentsu replaced multiple incumbent agencies across both APAC and EMEAI as part of the transition.