Luxury fashion house Tapestry, Inc, parent company of Coach and Kate Spade New York, has appointed Dentsu as its global agency of record outside the US, effective immediately.
As part of the partnership, Dentsu will handle full media planning and buying for Tapestry’s flagship brands Coach and Kate Spade across APAC, Europe, the Middle East, Africa and India.
The expanded partnership builds on a successful collaboration in China and follows two separate pitch processes that saw Dentsu replace multiple agencies around the world. Work across APAC commenced on 1 February.
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Kylene Campos, senior vice president of brand and growth strategy APAC, described Asia is a priority growth region for Tapestry and its brands.
“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.
“Building on our successful collaboration in China, we are confident that Dentsu’s connected capabilities, cultural intelligence, and regional expertise will help Coach and Kate Spade deepen relevance with consumers and drive sustainable growth across APAC.”
Prerna Mehrotra, chief client officer and practice president at Dentsu APAC, said the appointment reflects Dentsu’s commitment to building agile and bespoke teams tailored to the needs of clients.
“We are delighted to be chosen as Tapestry’s partner and energised by their global momentum and ambitions for APAC. Tapestry has built its success by challenging conventions and making bold strategic moves. With Dentsu’s connected capabilities and deep regional expertise, we are well positioned to support Tapestry’s next phase of growth,” Mehrotra said.
She said Dentsu will help Tapestry engage audiences across the region in ways that are authentic, relevant, and resonant by uniting media craft, cultural insight, and experience design.
Tapestry joins Dentsu’s luxury portfolio, including car brand BMW. Announced in July last year, the agency was appointed to steer a fresh media strategy for BMW, MINI and BMW Motorrad across Europe from 1 January 2026. The work will roll out worldwide after.
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