In her latest PharmaLive article, Susan Perlbachs, Chief Creative Officer at EVERSANA INTOUCH, reflects on three key themes from this year’s Cannes Lions Festival of Creativity—each signaling a new era for pharmaceutical marketing.
This year marked a pivotal moment: for the first time, branded prescription work—like Viagra’s Grand Prix win—was recognized at the highest levels, proving that regulatory constraints don’t limit creativity; they can inspire it.
“Creativity isn’t a nice-to-have. It’s a business driver.” — Susan Perlbachs
Susan highlights how today’s strongest brands are built through a “Lots of Littles” approach: repeated, coordinated touchpoints across platforms like social, podcasts, and AI tools that drive both ROI and resonance. In a fragmented media world, platform thinking isn’t optional—it’s essential.
She also echoes Novartis CMO Gail Horwood’s call to action: creativity in pharma isn’t a luxury—it’s a growth engine. The brands that win are the ones that push ideas forward and make them real.
Read the full article in PharmaLive to see how pharma’s creative evolution is accelerating.
Want more Cannes takeaways?
Join us for an exclusive webinar on Monday, July 8 from 12:00–1:00 PM EST, featuring Susan Perlbachs and John Kenny, Chief Strategy Officer, as they unpack even more insights from the festival. Reserve your spot here.