Havas Media has assumed record responsibility for the US media agency for pharmaceutical giant Sanofi.
The appointment came after more than six months of review, during which Sanofi also identified the dedicated Sanofi @ Omnicom unit of the Omnicom Media Group as a global media agency outside the United States
As the US media agency, Havas Media will be responsible for purchasing and scheduling media for all of Sanofi’s US consumer and pharmaceutical brands that make up the majority of the company’s spending. Shane Ankeney, president of Havas Media Group North America, announced the news in an internal Adweek memo on Wednesday.
In the memo, Ankeney stated that the appointment represented not only a bond, but also an expansion of Havas Media’s responsibilities for the client, with the agency adding additional brands that were not part of their previous assignment for Sanofi. As a result, Havas Media will now manage all of Sanofi’s US media investments.
Havas Media had previously been recognized for buying media for Sanofi’s prescription brands and media planning for consumer brands following a 2017 review in which GroupM named Sanofi Mindshare the globally recognized media agency, with New York independent agency KWG in charge for buying media for consumer brands at the time.
Ankeney thanked the Havas Media Sanofi and Growth teams for their efforts in a lengthy review process that included nearly 20 spaces and presentations. The review was led by search consultancy MediaSense and included the globally established Mindshare and IPG Mediabrands as well as the Havas Media and Omnicom team, according to sources with knowledge of the process.
According to global data consultancy COMvergence, Sanofi spent an estimated $ 1.1 billion on media worldwide from July 2019 to June 2020. North America accounts for around $ 670 million of this.
The appointment follows the successor to the confectionery company Perfetti Van Melle, who have named GroupMs Wavemaker the US media agency of Record, for which Havas Media was responsible. Perfetti Van Melle, whose brands include Airheads, Chupa Chups and Mentos, appointed Havas Media as a US media agency about three years ago.