Welcome to Publicis Consultants I

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	Publicis Consultants I provided strategic counsel and an international communications campaign for the merge of Sanofi-Syntheolab and Aventis, leading to the growth of Sanofi-Aventis as the world’s third-largest pharmaceutical group.



	On behalf of an initiative to support Eloxatin, a colon cancer drug, Rowland launched a program to educate older patients and their caregivers about managing the disease and ensuring optimal outcomes.

With growing specialization, scientific advances, and increasingly active consumers, the health industry is a sensitive one that continues to evolve at an escalating rate. In a market that requires heavy regulation, consumers are more skeptical than ever about product claims and health services.

We understand that our clients in the health and pharmaceutical industry need communications that effectively address the issues at hand. From public education campaigns to new product awareness, and from repositioning companies to managing delicate issues, our professionals deliver results for clients across a wide range of health sectors.

We offer global solutions to local issues with experience in international regulations, country-specific public policies, and local public health issues.

Client: Sanofi-Aventis
Agency: Publicis Consultants | Deutschland

+ Issue
2008 marked the 125th anniversary of pharmaceutical production in Frankfurt-Höchst. As the legal successor of Hoechst AG, sanofi-aventis has a claim to this heritage. “125 years” can be leveraged as a communication platform to boost internal commitment and strengthen the company’s external positioning toward key stakeholder groups and regional/national media. Sanofi-aventis is positioned as an innovative company with an extensive background. Additionally, sanofi-aventis underlined its role as a socially responsible corporation with long-term commitment to developing, producing, and marketing highly innovative drugs.

+ Strategic Idea
In a future-oriented communication campaign, the Frankfurt-Höchst branch needed to emphasize its regional commitments while promoting the worldwide reach the company has achieved since its inception. However, the Höchst branch wasn’t the only site to be included. The goal of the campaign was to reach out to the Berlin branch as well. The campaign’s key message was Sanofi-Aventis’ long-standing commitment to innovation, regional strength and international impact.

+ Implementation
Initially, a key visual had to be created for the campaign, in order to guarantee a high level of recognition. The logo depicting the signet of the former Hoechst AG refers to the company’s history, while adding a modern twist to it. Another graphic showing the number 125 was made of numerous photos illustrating the company’s history as well as its achievements in medical technologies. The campaign was launched with a message by the CEO of Sanofi-Aventis Deutschland GmbH in the company’s internal publication, “Express”. With an introduction of the campaign and its logo, he declared 2008 to be the year of celebrating 125 years of pharmaceutical production in Germany. Throughout the year, various publications picked up the campaign.
Advertisements in health sector publications increased the campaign’s visibility among medical professionals.

+ Results
The campaign increased awareness among external audiences, presenting Sanofi-Aventis as a pharmaceutical company with an extensive history of pharmaceutical research and production in Germany. The campaign made it clear that Sanofi-Aventis has no intention of going anywhere. Moreover, the jubilee strengthened employees’ dedication to the company and also contributed positively to Sanofi-Aventis’ corporate brand positioning.