Sarah Armitage

Group International Media Director

LVMH

Artificial Intelligence

Entertainment, Media & Creators Economy

Luxury, Fashion & Cosmetics

About Me

After graduating with a UK BA honours degree in languages & literature, Sarah launched her career as a Media Planner in top London advertising agencies where she worked across major blue-chip accounts before moving to France in 1996 to take the role of Global Media Director for HAVAS in Paris. Sarah joined the LVMH Group in 2000 as International Media Director for Parfums Christian Dior, where she also integrated the CRM & Digital departments. Following a 4-year stint as Communications Director for Clarins, Sarah returned to the Group in 2014. As Group International Media Director, she oversees the LVMH Group’s Media investments across all regions. Her responsibilities include delivering measurable value across all media partners and platforms, spearheading innovation, ensuring strong agency partner governance, and charting the course for the Group's media data roadmap. As an influential voice in the industry, she participates on boards such as the WFA, the UDM, and ISBA.

Hear My Insights

Making It Unique: How AI Is Driving Tailored Experiences in Advertising

In our visually saturated digital landscape, brands that fail to deliver personalized experiences risk becoming invisible to consumers. This session explores how AI technologies are enabling advertisers to deliver on these expectations—transforming advertising from mass broadcasting to creating experiences that feel individually relevant and timely. Gathering multiple perspectives—representing brands, media companies, and agencies—will explore how the entire advertising ecosystem is being reshaped. From retailers using purchase history to predict next purchases, to media companies dynamically adjusting content presentation, to agencies orchestrating seamless cross-channel personalization—AI now enables coordination previously impossible at scale. The session will examine critical questions about maintaining authentic connections while scaling personalization.