Pharma has entered the chat.

If you're building a 2027 plan, brand director or medical agency leader, where does live engagement budget actually go?

South By came and went. Cannes Lions just wrapped. Comic-Con and Lollapalooza are around the corner.

Every agency recap this summer will name the same five categories. Beverage. Auto. Tech. Streaming. Fashion.

What most people haven't noticed is who else has been showing up alongside them.

It's pharma. And Novartis just took the Cannes Pharma Grand Prix this week for proving it.