The French pharmaceutical company Sanofi has named the Omnicom Media Group as its world-famous media agency. Sources with knowledge of the account have been confirmed to Adweek.
Omnicom Media Group will be responsible for purchasing and planning digital and traditional media in Sanofi’s consumer healthcare and pharmaceutical brands outside of the United States. The network of media agencies will work with Sanofi through a dedicated Sanofi @ Omnicom media unit that brings together talents, systems and tools from across the agency for the pitch developed, according to sources with knowledge of the relationship.
The appointment comes after a seven-month review by the search consultancy MediaSense, which was announced in June. MediaSense and Sanofi did not respond to requests for comment.
The globally reigning Mindshare and the US reigning Havas Media both defended themselves in the review, with IPG Mediabrands also participating, according to sources with knowledge of the process. It is unclear whether Sanofi has appointed a US media agency. Sanofi named Mindshare as its global media agency and Havas Media as its US media agency for its pharmaceutical brands after a 2017 review. Havas Media and IPG Mediabrands declined to comment. Mindshare could not be reached for comment.
During a first quarter earnings call, Sanofi CEO Paul Hudson discussed the company’s plans to continue investing in digital marketing, which he believes have been underestimated in this category. Omnicom’s ability to demonstrate global data and analytics capabilities through its Omni platform and alignment with Hudson’s play-to-win strategy were important factors in the global nomination, according to sources.
According to global data consultancy COMvergence, Sanofi spent an estimated $ 1.1 billion worldwide on media from July 2019 to June 2020, of which approximately $ 430 million was spent outside of North America.
Sanofi wasn’t the only healthcare company to review its global media account in 2020. In October, WPP retained global media agency responsibility for pharmacy and retail company Walgreens Boots Alliance, following a review launched in May. For Omnicom, this follows the appointment of OMD as US media agency last month by Georgia-Pacific and the bookends of a year in which PHD won the worldwide media agency for record assignments for Diageo in March.