ReinveNting Global Agency Ecosystem
Sanofi's 5-year transformation journey toward a future-ready marketing ecosystem
Alchemists & Sanofi presenting “Innovation Beyond AI: How Sanofi Built a Future-Ready Marketing Ecosystem” at Marketing Procurement iQ 2025.
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.
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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
Alchemists partnered with Sanofi over five years, helping evolve its commercial and agency models into a cohesive, agile ecosystem.
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 Outcomes
Sanofi’s transformation wasn’t about incremental improvements — it was about redefining what marketing procurement could be
🟣 Strategic alignment across functions
🟣 Faster, more adaptive ways of working with agency partners
🟣 An operational GenAI framework built for scale and localisation
🟣 Procurement repositioned as a true enabler of innovation
Sanofi and Alchemists teams celebrating a successful session at Marketing Procurement iQ 2025.
Presenting Sanofi’s 3-stage transformation journey — from foundation to innovation mindset.
Live on stage: Alchemists sharing insights on agile models and GenAI integration in procurement.
Sanofi and Alchemists teams celebrating a successful session at Marketing Procurement iQ 2025.