How Sanofi is tackling media carbon

Brian Carruthers

Looks at how Sanofi is using a ‘measure, reduce, offset’ approach to media carbon and has made rapid progress in a short time, reporting reduced emissions and greater efficiencies.

When Sanofi first designed a strategy in response to the UN’s social development goals and new requirements on ESG reporting, it came up with two pillars: building a healthier society and building a healthier planet.

On the environmental side, the initial focus was all about reducing emissions and waste from manufacturing processes and production sites. Little thought was given to media, and if it was, the advice from the environmentalist camp was to just cut back on advertising: no media, no carbon. Simple. 

Prasad Shridhar Ghag, global head of media/digital at Sanofi CHC, had a different idea. He told a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands