Sanofi liquidates its creative catalog with the addition of WPP Group to its media network

Sanofi S.A., a French pharmaceutical firm, has added the WPP Group, a UK based advertising & public relations firm, to its ad agency list along the lines of Havas and Publicis. The WPP network agencies group will apparently work with Havas and Publicis on myriad creative media assignments across various business units of Sanofi that also include the novel consumer health business unit of the firm. The pharmaceutical market giant has chosen GroupM’s Mindshare as its new global media agency across more than sixty nations, strictly without the inclusion of Japan and the U.S. Along with being a strategic media planner of Sanofi’s healthcare business, Havas Media, a division of global marketing & communications group, has also been designated the task of media planning for the former’s pharmaceutical business.

As per the reports from reliable sources, Sanofi had acquired Boehringer Ingelheim’s consumer healthcare business in 2017 and reviewed its own media business in March 2017. WPP network agencies group had already assisted Boehringer in handling its consumer business, which was taken over by Sanofi in January 2017. Reports state that prior to its acquisition by Sanofi, Boehringer Ingelheim's consumer healthcare business was pegged at more than over USD 7 billion. After the supposed takeover, the company’s annually calculated expenditure on media was estimated at EUR 900 million (approximately USD 1 billion) in March 2017. The inclusion of Boehringer’s brands such as Buscopan and Dulcolax along with its own allergy brands such as Nasacort and Allegra is expected to support the fiscal growth of Sanofi in its pharmaceutical business. As per the pact signed with Boehringer in 2017, Sanofi has exchanged its Merial unit (animal health brand) with the former’s consumer healthcare brand.

According to sources, the New York based agency KWG is expected to remain the media buyer for Sanofi’s consumer healthcare business across the U.S. The WPP Group is expected to handle the creative media by forming an international team for Sanofi’s healthcare business sector. Transition pacts for all the network agencies of the former have already commenced and will conclude by the end of this year, if reports are to be believed. Sanofi also claims that every agency plays a vital role in expanding integrated marketing solutions such as public relations, digital, healthcare communications, and consumer advertising, thereby helping the company market itself in the most efficient manner possible.

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Dhananjay Punekar

Dhananjay develops content for Market Size Forecasters. A post graduate in mathematics as well as business administration, he worked as a process executive in Infosys BPO Limited before switching his professional genre. Following his childhood passion, he opted for a career in writing and now pens d...

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