Pharmaceutical giant Eli Lilly has given its U.S. media business to Publicis Groupe's Zenith.
After nearly two decades of working with OMD, Eli Lilly's U.S. media business has been awarded to Publicis Groupe's Zenith. The media review process, managed by MediaLink, began in June and involved several major advertising agencies, including OMD, WPP, and Dentsu.
Despite OMD's long-standing relationship with Eli Lilly, the media review resulted in a change of account management. The decision to move the business from OMD to Zenith was driven by a strategic desire to better align media planning and buying with evolving business goals and possibly to refresh the media approach.
Zenith's recent performance in big account wins has demonstrated strong momentum and competitiveness in the media agency landscape. Over the past several years, the agency has secured several high-profile accounts, often winning against well-established competitors like OMD. Zenith is known for its data-driven approach and focus on integrated media solutions, which have resonated well with major clients.
This shift marks a significant change for Eli Lilly's U.S. media business. It's part of a larger trend for the pharmaceutical giant, as they have been actively revising their marketing strategies to keep up with the rapidly changing industry.
Meanwhile, Publicis Groupe has had multiple significant account wins this year. Apart from securing Eli Lilly's U.S. media business, they also won Meta's media business, assigned to Spark Foundry, and Walmart's U.S. media business. Additionally, Zenith successfully defended the Nestle business in the UK and Ireland, and Publicis Groupe secured global media for Stellantis.
In summary, Eli Lilly's switch to Zenith was likely a strategic decision to refresh their media strategy and improve alignment with their evolving needs. Zenith's recent performance, with multiple high-profile account wins, demonstrates their competitiveness against industry leaders.
The strategic decision to move Eli Lilly's U.S. media business from OMD to Zenith could be attributed to a desire for a fresher approach that aligns better with the evolving needs of the business, as well as Zenith's demonstrated strength and competitiveness in the finance sector, a key area for many business operations.
Publicis Groupe has shown its prowess in the competitive business environment, securing numerous high-profile accounts across various industries, such as Eli Lilly in finance, Meta in technology, and Walmart in retail, exhibiting their versatility and effectiveness in the finance, technology, and business industries.
