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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.

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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
After the merge of Sanofi-Aventis, Publicis Consultants | Deutschland was faced with the new challenge of engaging German employees from both "sides" of the newly merged company. As part of the communication strategy for Sanofi-Aventis in Germany, Publicis Consultants | Deutschland organized communications for the internal kick-off campaign of the company's new joint organisation in January 2005.

+ Strategic Idea
"sanofi-aventis: jetzt eins!" ("sanofi-aventis: now one!")

The claim created for the kick-off of the new organisation deliveresd two messages that embracesd all activities:

• From today on we are one company.
• From today on we are the number one pharmaceutical group in Europe and in Germany.

+ Implementation
Publicis Consultants | Deutschland collected employee photos to create a mosaic that resembled the new Sanofi-Aventis logo. They also created a facts & figures brochure with an introduction to the management, presentation of the different sites and core competencies, and a presentation of the new values for the joint company. To create one-on-one contact with each employee, the team also put together a give-away package and created a new screen saver with the employee mosaic posted on the side of a building.

+ Results
By January 2005, five giant mosaics (20x20 meters) had been installed at Sanofi-Aventis key locations in Germany; and every employee in the country received a give-away package containing the facts & figures brochure, a branded ball-pen and a lanyard keychain. Additionally, the screensaver had been installed automatically on all company computers. The internal kick-off and official welcome was a hit with all employees of the joint company and fuelled pride and enthusiasm for Europe's number-one pharmaceutical group.