In 2011 the drugmaker spent $9.4 million on branded ads for the EpiPen. By 2015, branded ad spending hit $43 million.
Executives attending Cannes Lions Health weigh in on the imbalance seen in the U.S. between branded and unbranded drug ads.
A rundown of MM&M at Cannes, and five burning questions heading into the Lions Health festival and awards.
The unbranded campaign won the top prize at the 2015 Lions Health festival in Cannes.
Pfizer brand teams competed in a shark-tank style challenge, with the winning teams receiving funding for their ideas.