For 70 years, the Cannes Lions International Festival of Creativity showcases the best of the best of the world’s advertising and creative communications. Moreover, it interrogates what good creative is, and what it could be.
This year, EVERSANA INTOUCH took a small but intrepid band to Cannes to gather insight. Among them, to our pride, was Susan Perlbachs, Chief Creative Officer at EVERSANA INTOUCH, a member of the Cannes Lions Health 2024 Pharma Jury, chosen with another 9 peers from around the world to review and select the best work that demonstrated the best of what our industry can be and do.
We also joined an increasing contingent of pharma clients: 40% of the top 20 sent large teams to Cannes 2024, including Amgen, Bayer, Eli Lilly, Genentech, Moderna, Novartis, Novo Nordisk and Pfizer. Pharma executives giving main-stage presentations included Novo’s SVP of Commercial Strategy and Marketing, Tejal Vishalpura, who spoke with Queen Latifah; Moderna’s Chief Brand Officer Kate Cronin; and Genentech’s CMO Erica Taylor, who spoke about building creative cultures.
In this POV, we delve into the insights we gathered from Cannes 2024, exploring the practicalities of creativity, the intelligent use of artificial intelligence, and the importance of cultural changemaking. Access the full POV below for a comprehensive overview of the trends and ideas that will shape the future of pharma marketing.
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