Ahead of Cannes Lions 2025, our Pharma Jury President and Executive Director of Experience Design at AREA 23 Franklin Williams, notes key trends emerging in the pharma marketing space – personalization, emotion, use of AI and more. Overall, he highlights that the work is “becoming more human, more emotionally resonant and genuinely captivating.”
“When we strip back all the noise, the work that stays with us is the work that speaks with focus,” Franklin said. “It’s not storytelling for storytelling’s sake; it’s storytelling that leads us into the problem, into the insight and ultimately into the purpose. It reaches out and asks you to come along for the journey so it can show you why it matters.”
