Held annually in Cannes, France, the Cannes Lions International Festival of Creativity is the pinnacle of creative excellence in advertising. As a judge at the Cannes Lions 2024, presiding over the Pharma category was both an honour and a profound responsibility.
What makes a piece of work a winner? And more importantly, what can we, as marketers, learn from it?
The key criterion for judging lies in whether the work benefits the customer whilst also enhancing treatment outcomes. This approach ensures that ideas aimed at improving patient care is recognised and valued, regardless of its origin.
This year, the Pharma category showcased exciting product innovations that sparked int
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