There's much for marketers to glean from stepping into different environments, working with new partners, and putting assets to work in new ways, said one speaker.
"Other brands have missed the mark, with an apparent belief that once you hashtag it, they will come," she writes.
MM&M's Live @ Cannes coverage, starting today, is abuzz with stories about all things newsworthy and trending leading up to and during the two-day event.
The CEO of FCB Health shares her gelato secrets and talks about why this year is truly the year of healthcare.
The president of the 2017 Lions Health pharma jury shares campaigns that incorporate technology, innovation, and creative thinking to impact behaviors and change lives.
The chief creative officer takes a look at campaigns in and outside the U.S.
Here are six creative campaigns that use creativity to connect with the audience.
Here are six global campaigns that make the case for persuasion.
The chief creative officer at Carling Communications talks about how she learned that the best leaders are only as good as the performance of their team.
While some excellent and creative unsold work was entered, the judges felt that none of the submissions were precisely "daring" enough.
Did you know that Norman Rockwell was a medical illustrator for Merck?
It is clear that creative educational programs that find memorable ways to elicit empathy for the patient experience would likely be most successful.
By focusing on accomplished people, the campaign is meant to show that addiction isn't a moral failing, but a physical condition that requires medical help.
McCann Health, the 2016 Lions Health Network of the Year, and Campaign invited top marketers and visionary artists to discuss creativity during this year's Lions Health festival.
The key to a successful ad? Think simple with an unexpected twist.
Scheiner has held jobs in and out of healthcare over the course of his career.
"If you harness data and creative to make a real connection to your audience, people will follow the bread crumbs and seek information about your product," said Cannes Lions Health judge John Reid.
A group of Havas agencies developed a song and a ritual for a Reckitt Benckiser campaign encouraging people to use mosquito repellant.
Drugmakers test out virtual reality, partner with companies like Spotify, and go for the cinematic at Cannes Lions.
The discontinuation of the Take It From a Fish campaign can serve as an example of the common ups-and-downs of pharma marketing.
MM&M asks: What was the ROI for putting a McCann Health smiley face on the steps of the Palais?
Everything from the brand promise to the campaign solution to the case-study video — it all has to be based in authenticity, he says.
On creativity: "Creativity can emerge from anywhere and anyone at any time. Medical breakthroughs aren't just discovered by scientists and researchers anymore."
He talks about the three qualities that make for a great campaign and why conservatism will not help drugmakers address reputational issues.
It's time for meetings that revolve around rosé on the Carlton Terrace. It's also time for the professional creative inferiority complex to pop up for people who make pharma ads.
A rundown of MM&M at Cannes, and five burning questions heading into the Lions Health festival and awards.
"The Period Shop" is the first effort in a multi-year "Period Projects" campaign.
The billboards themselves operate on simple principles: fool mosquitoes into thinking they've found a human, and then trap them until they die of dehydration.
Industry criticism can create opportunities for drugmakers and other healthcare organizations to create a stronger narrative.
Giant appointed Ben Mallory, who has held creative leadership roles at AstraZeneca, as its new executive creative director.