Optimum takes YSL from Mediapolis in global Sanofi coup

Optimum Media Direction, the international Omnicom media network, has won the pounds 50 million-plus centralised global media business of one of the world’s largest cosmetics and pharmaceuticals companies, Sanofi.

Optimum Media Direction, the international Omnicom media network,

has won the pounds 50 million-plus centralised global media business of

one of the world’s largest cosmetics and pharmaceuticals companies,

Sanofi.



The appointment of OMD this week to Sanofi Beaute, the cosmetics

business which enjoys the bulk of the spend, is understood to be part of

an international media realignment which also includes Sanofi’s

pharmaceutical arm, Sanofi Winthrop. However, no-one at Sanofi would

confirm that the pharmaceuticals business was also moving.



The Sanofi incumbent, Mediapolis, which won the business two years ago

(Campaign, 31 March 1995), did not repitch for the business.



The cosmetics business, which includes brands such as Yves Saint

Laurent, is worth pounds 4.5 million in the UK, according to AC Nielsen

MEAL.



The pharmaceuticals business could be worth an additional pounds 1.5

million and is expected to follow the cosmetics business from Mediapolis

to BMP Optimum, OMD’s London operation, within weeks.