Juicy Couture and Rebecca Minkoff on Snapchat. Michael Kors and Oscar de la Renta on Instagram. DVF, Rachel Zoe and Rag & Bone on Google+. Rolex on YouTube. And soon, Victoria Beckham on Skype. Whereas a decade ago the standard media plan for luxury brands was dominated by print and (for some) TV, today, that template is a relic. With the luxury consumer base no longer concentrated in the west but instead growing across the globe in emerging markets in Asia, South America and the Middle East, brands are now expanding their reach–and localizing it–through digital means. In our latest video interview, L2’s Head of Research & Advisory Maureen Mullen talks about how both luxury brands and the CPG sector have been steadily moving toward a more diversified media strategy. Interestingly, Mullen points out, that far from becoming obsolete, traditional TV commercials have only grown in popularity among luxury brands like Louis Vuitton, Cartier and Estée Lauder.

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