“There is some brilliant work that takes place by some incredibly intelligent agencies and individuals, but I know how formulaic we’ve become as an industry where next year’s tactics are probably very similar to this year’s tactics,” he says. “What we want to drive and hopefully bring change in the industry is a far greater appetite for experimentation, innovation, more empathetic and more data-powered creative and just miles better products.”
The experiment, as Hunt puts it, to do pharma marketing differently has been borne out of the COVID-19 pandemic.
