Collette Douaihy on Bringing Together Creativity and Technology Via Pharma
As the global chief creative officer of dentsu health, Collette Douaihy is an ideal candidate to lead the Pharma jury at the 2024 Cannes Lions Awards. Having dedicated most of her career to healthcare, she recognises the way work has the power to change lives, and how all great creative begins with a big idea. Not only that, but her ambition to see work from the customer perspective, passion for the subject (dentsu won last year’s Grand Prix), and prior experience both on the Cannes jury, as well as at the likes of the LIA and Clio awards, makes her the perfect person to discern what makes a strong contender, across the categories.
So what does this look like? For a start, she hopes to see work that breaks away from the ordinary, and isn’t expected. But more than that, she hopes to see creativity reflective of the modern world, which not only remains committed to the profound understanding of the market, relentless innovation, and a deep connection to customer needs, but also educates and empowers audiences. And then of course, AI will be another big theme this year, which, if applied thoughtfully, could lend to some really strong challengers.
To chat more about her takes on the category, and how all of this will influence her approach to leading the jury, Collette sat down with LBB’s Jordan Won Neufeldt for a chat.
LBB> From the top, what is it about the Pharma category that really excites or interests you?
Collette> I’ve dedicated most of my career to the healthcare industry, and wouldn’t have it any other way; I love what I do because I am constantly learning something new. From life-saving medications to preventive treatments, the work we create has a profound effect on public health worldwide, and the innovation happening in this category is awe-inspiring!
The future holds even more exciting possibilities as we embrace digital health, personalised medicine, and interdisciplinary collaboration. So, bringing together creativity and technology to contribute to positive health outcomes has been an incredibly rewarding part of my life.
LBB> Looking at last year's Grand Prix winner, ‘Scrolling Therapy’, what qualities do you think were most important in ensuring it became a champion?
Collette> ‘Scrolling Therapy’ exemplifies the best of pharma work: a harmonious blend of humanity, innovation, science, and technology, meticulously crafted to the smallest detail.
I am proud to be on the team of creators, designers, technologists, engineers, managers, and producers who collaborated day and night across geographies to create a meaningful therapy experience for individuals with Parkinson’s. We engaged with the very people who would benefit from ‘Scrolling Therapy’, and this real-time feedback from Parkinson’s patients guided our development process, ensuring usability and responsiveness.
Not only that, but their insights fuelled our determination to deliver a superior patient experience. Qualities like these will continue to influence how we view the patient treatment journey.
LBB> As such, in your opinion, what constitutes a strong piece of pharma work?
Collette> Great work breaks away from the ordinary. It surprises, challenges, or introduces something fresh – and that’s what separates strong work from the expected work in the Pharma category. It starts with a big idea that will have an emotional connection to move an audience: ideas that are big enough to live anywhere, bold enough to chart new executional territory, and rich enough to connect personally.
Creativity should also reflect the modern world in which we live. And if it does, it has the potential to create new behaviours and draw strength from technology, data, and emotions. Whether designing a groundbreaking product or crafting a thought-provoking campaign, modern creativity has the power to shape the world around us. In order to transform any healthcare experience, we have to remain committed and driven by a profound understanding of the market, relentless innovation, and a deep connection to customer needs.
LBB> With that in mind, how are you preparing yourself and your jury for the jury room this year? What will you be looking for?
Collette> The best way to prepare for the jury room is to familiarise myself with the award and category descriptions. These will be immensely helpful with the discussions and evaluation criteria. Then, I take a quick look at all the work before I start judging. It's helpful to get a big-picture view and let the work wash over me.
The jury also had its initial briefing with the Cannes Lions team to set the tone and framework for what we would like to see in the entries. In our briefing, although not new, there was a healthy debate about how we evaluate brand-led pharmaceutical work versus technology-led work. The answer is simple: ‘Does it meet the criteria, and above all, is the work Cannes Lions worthy?’.
All in all, the jury represents a fantastic lineup of talented, intelligent, and creative professionals. This year, the team was carefully selected to reflect those with deep pharma experience, so it will be important to hear those diverse perspectives. I look forward to engaging in fair, honest, and transparent discussions in the jury room. Best yet, we committed to having fun along the way, while celebrating this important work.
LBB> As part of this, you’re expected to evaluate cases of science and innovation against each other. Are there specific factors that will allow you to gauge the merit of each project, and if so, what will these be?
Collette> We don’t necessarily evaluate cases against each other. Rather, we look at each individual case within its specific category, with its specific criteria. As mentioned above, ‘Scrolling Therapy’ is an excellent example of combining science and innovation seamlessly. Pharma creative works with a harmonious blend of humanity, innovation, science, and technology, meticulously crafted to the smallest detail. And, we’ll also need to consider the fundamental evaluation principles: creativity, impact, craft, and results.
LBB> In your opinion, how has the Pharma category evolved since Cannes Lions 2023, and why?
Collette> Cannes Lions updated its judging criteria in 2023, so we've not seen a significant evolution within the pharma category itself. However, in the past three to five years, we’ve witnessed a considerable shift with non-pharma tech companies taking centre stage over big pharma companies. This shift brings substantial benefits for people living with rare, chronic, debilitating, and life-altering diseases, such as improved quality of life and enhanced treatment experiences. The focus isn’t solely on medications anymore; it’s about improving patients’ quality of life. Technology plays a crucial role in enhancing treatment experiences and patient outcomes.
LBB> With regards to this, how does your evaluation criteria change per Pharma sub-category, if at all? And given the trends of the past year, are there certain themes or subjects you expect to see a lot of work around?
Collette> While the fundamental evaluation principles – creativity, impact, craft, and results – remain consistent across all Pharma sub-categories, the specific nuances within each ensure that campaigns effectively address the intended target audience and accompanying regulations. Unbranded work in Pharma that educates and empowers the audience about health-related topics tends to receive more favourable ratings (if Cannes Lion is worthy, of course) because you don't have strict regulations that come with promoting the claims of a pharmaceutical medication.
As for trends, I'd expect themes that embrace innovative technology-based solutions catering to emotional and medical needs, which further underscore the importance of patient-centric solutions in healthcare. Given patient-centric solutions, we'll also see more submissions around rare diseases. Brands creatively addressing these topics while adhering to regulations will likely stand out.
LBB> And what are the current big debates within pharma – or more generally across the industry – that you expect to see coming through in the judging?
Collette> We see a lot of exciting product innovation work in the Pharma category, and often, the question or debate that arises is: ‘Is this Pharma work?’. While traditional pharma companies have been at the forefront, non-pharma tech companies are increasingly making an impact. The key criterion is whether the work benefits patients, promotes adherence, and enhances treatment outcomes. If it meets these goals, it’s relevant, regardless of the company behind it.
Purpose-led campaigns are also gaining prominence. However, as jurors, we must examine whether a brand’s alignment with a cause is authentic and effective, or merely for show.
LBB> Do you expect AI to impact the Pharma category? And if so, how?
Collette> Absolutely! It already has. AI will continue to be a hot topic and game-changer in pharma marketing. It enables high-volume, high-quality content creation, increasing the ability to deliver more personalised engagements. It’s impacting everything from drug discovery and development to inventory management. AI can also assist in monitoring compliance with regulations.
However, it won’t be without its challenges. Because this industry is highly regulated, AI can sometimes generate biassed or false information, which is unacceptable in healthcare. So, the importance of balancing these innovative tools with ethical considerations cannot be overstated. It is crucial for this industry to embrace AI, while also taking steps to avoid the potential risks. If done correctly, I think AI holds immense promise for the pharma industry.
LBB> Finally, Cannes is also a time of celebration. What will you be celebrating this year, and doing outside the jury room?
Collette> The time I spend celebrating the work, the local sights, and the local fare with my fellow jury members will be invaluable for building trust and collaboration in the jury room.
Then, it’s on to the ceremony. It’s my first time as jury president, and I intend to embrace it fully. While on stage, I’ll pause and let the significance of the moment sink in.
Finally, I’m equally excited to share this experience for the first time with my fellow dentsu team members at the beach house!
