What can pharma marketers learn from the most awarded creative work in the world? In our recent Cannes Lions webinar, Susan Perlbachs, Chief Creative Officer, and Alexis Penty, EVP, MD, Strategic Planning, unpacked the standout campaigns, emerging themes and practical lessons shaping the future of marketing.
Drawing from the winning work and conversations at Cannes Lions 2026, Susan and Alexis explore how brands are responding to the rise of AI by doubling down on what makes marketing truly human: authenticity, creativity, connection and craft.
Key takeaways include:
- Why “human maxing” emerged as the defining theme of Cannes Lions 2026
- How brands are building trust through authenticity, vulnerability and a clear point of view
- Why humor continues to break through—even in serious and highly regulated categories
- The growing importance of community, connection and solving real human problems
- What pharma marketers can learn from award-winning examples of simplicity, nostalgia and exceptional craft
Whether you’re looking for inspiration for your next campaign or wondering how to create more meaningful experiences for patients, caregivers and HCPs, this webinar offers actionable insights from creativity’s biggest global stage.
Fill out the form below to watch the recording and discover how the year’s most celebrated work can help inspire stronger, more human-centered pharma marketing.
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