#Can­nes­Lions2022: 'Raise the bar': Bay­er con­sumer mar­ket­ing head looks to give phar­ma cre­ativ­i­ty a lit­tle push

CANNES — Af­ter spend­ing three days in a win­dow­less room judg­ing health and well­ness award sub­mis­sions ahead of this year’s Cannes Li­ons con­fer­ence, Pa­tri­cia Cor­si ad­mit­ted that when it comes to cre­ativ­i­ty, the phar­ma in­dus­try can do bet­ter.

“We re­al­ly be­lieve that there is a great op­por­tu­ni­ty for us to raise the bar in this cat­e­go­ry,” the Bay­er Con­sumer Health glob­al chief mar­ket­ing and dig­i­tal of­fi­cer, who served as the health and well­ness ju­ry pres­i­dent, said. “Work in health and well­ness con­sis­tent­ly across the years has not been the most in­spir­ing.”

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