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Reinventing Global Agency Ecosystem
Sanofi's 5-year transformation journey toward a future-ready marketing ecosystem
The Challenge
Sanofi, a global leader in healthcare, recognised a critical inflection point in its approach to marketing procurement. The legacy model, designed for cost control, no longer served the needs of a fast-evolving, innovation-driven marketing landscape.
What they needed was more than new tools. They needed a systemic shift, a new ecosystem that could adapt to change, enable co-creation, and power a content-rich, GenAI-enabled future.
Our Approach:
The 3-Stage Transformation
1. Build the Basis (2020–2021)
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Global agency model redesigned for simplicity and strategic alignment.
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Transparent commercial frameworks introduced to foster trust and flexibility.
2. Integration (2022–2023)
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Launch of a unified “One Agency Ecosystem.”
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Procurement, marketing, and agencies aligned around shared KPIs and output-based models.
3. Innovation Mindset (2024–2025)
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GenAI content powerhouse co-developed with internal teams and agency partners.
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New ways of working empowered faster adaptation, experimentation, and scale.
The Outcome
Strategic alignment across functions
Faster, more adaptive ways of working with agency partners
An operational GenAI framework built for scale
Procurement repositioned as a true enabler of innovation
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