Want to make better pharma ads? Try using humor and more branding, Kantar analyst says
Pharma advertising hits the mark for news and relevance, but typically disappoints when it comes to being enjoyable. That’s according to Kantar analyst Polly Wyn Jones who recently did a deep dive report on the category after it moved up to become now the second-largest ad spending category.
Pharma jumped ahead of tech brands, and although it still spends less than consumer packaged goods, the category spent an all-time high of $18 billion on advertising in 2023, according to Kantar’s former ad tracking unit Vivvix now owned by MediaRadar.
Unlock this article instantly by becoming a free subscriber.
You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.