#Can­nes­Lions2022: Phar­ma and health mar­keters lose spot­light at cre­ativ­i­ty ad fest, but does it mat­ter?

Phar­ma ad­ver­tis­ing has long been con­sid­ered sec­ond-tier when com­pared to the rest of the ad­ver­tis­ing in­dus­try. And there are some le­git­i­mate rea­sons why. Nike sneak­ers and Co­ca-Co­la so­da ads will like­ly al­ways be more en­ter­tain­ing or ex­cit­ing than reg­u­lat­ed cam­paigns for di­a­betes and heart dis­ease.

Still, the Cannes Li­ons ad­ver­tis­ing fes­ti­val of cre­ativ­i­ty was phar­ma and health­care ad­ver­tis­ing’s an­nu­al chance to shine. For the past eight years, phar­ma agen­cies and clients stood side by side with con­sumer com­pa­nies and agency hot­shots on the biggest ad­ver­tis­ing award stage in the world at the Palais in Cannes, France.

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