At Cannes Lions, “Culture as Care: Embedding Health Where It Lives” challenged brands to stop waiting for patients and start showing up in everyday life. With perspectives from Novartis, Pinterest, and Digitas Health, the panel made one thing clear: when health aligns with culture, it becomes more relevant, engaging, and impactful.

At Cannes Lions, it was clear that healthcare marketing is moving beyond rigid annual plans toward more dynamic, always-on approaches. In ADWEEK House’s From Static Planning to Living Systems session, leaders including Elle McComsey highlighted the shift to adaptive, data-driven ecosystems that continuously learn and respond in real time.

Digitas Health made a powerful mark at Cannes Lions 2026, earning four shortlists, a Silver Lion, and a Grand Prix for its bold Novartis campaign, Relax Your Tight End. The work highlights how creative bravery and cultural relevance can transform healthcare storytelling and drive meaningful impact.

Holding company agencies are often seen as a tradeoff between scale and personalization—but the strongest models prove that you can have both. By pairing a deeply embedded core team with access to a broader network of specialized expertise, these agencies turn scale into a driver of tailored, high-impact solutions that are built around each client’s unique needs.