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Louis Vuitton has named Pierre Castillon vice president, global communication, strategic planning and digital, BoF has learned. Castillon will report to Blake Harrop, Louis Vuitton’s executive vice president of image and communications, in a newly created role merging planning, performance measurement and oversight of digital communications, according to an internal announcement.
Castillon was Louis Vuitton’s global head of digital media for six years before being promoted to his new role. Louis Vuitton has been promoting key players since its former senior VP of communications and image Stefano Cantino left for rival Gucci last year.
Louis Vuitton appointed advertising executive Blake Harrop to succeed Cantino in May 2024. Concurrently, the brand promoted Cécile Durieux to VP of menswear and corporate communications and Bianca Manley to VP of womenswear communications.
As luxury sales slump, brands like Louis Vuitton need to balance tightening budgets with investing in efforts to revive demand. First-quarter sales in LVMH’s fashion and leather division fell 5 percent.
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