UPDATE: Sanofi-Aventis confirms ZenithOptimedia to handle US$450m global media

The company says the account will be coordinated across over 70 markets from Paris by ZenithOptimedia France, with the support of four regional hubs in Europe, the USA, Asia Pacific and Latin America.

According to Nielsen estimates, Sanofi-Aventis’ domestic spending in the US dropped 15 per cent to US$210 million in 2009. The worldwide worth of the French pharmaceutical giant’s media spend is put at US$450 million.

Over half of the media planning and buying, US$240 million, is conducted outside of the US, with Asia-Pacific an important region for Sanofi-Aventis.

ZenithOptimedia’s Asia-Pacific operation is believed to have played an integral part in this agency review, as under Sanofi-Aventis’ internal structure the region extends from Russia across North, South and Southeast Asia down to Australasia.

Sanofi-Aventis brands include Plavix, Lantus, Maalox, Frontline and Heartgard.