#Can­nes­Lions2022: Rewind and re­view of the big win­ners in phar­ma, health and well­ness cat­e­gories

The bot­tom line sto­ry for the phar­ma in­dus­try com­ing out of the Cannes Li­ons show was few­er en­tries and few­er awards. And not on­ly for Big Phar­ma brands, but across sub­mis­sions and wins in the two cat­e­gories.

Now the ques­tion for next year is, how will the down­turn in in­ter­est in the sem­i­nal ad show im­pact cre­ativ­i­ty in the in­dus­try? Af­ter all, many ad agency cre­atives and ex­ec­u­tives con­sid­er nab­bing a Cannes Li­on a ca­reer-mak­ing achieve­ment, and while not a day-to-day con­cern, most at least ac­knowl­edge the pres­tige of the prize.

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