Spend Trends: A $20 Billion Bill and Plenty of Change
Pharma marketing appears to operate in a world of its own. When US ad expenditures dipped in 2001, pharma's spend marched steadily on. (See "A Different Drum.") Now, as the ad industry celebrates the quadrennial coincidence of the Olympics and the US presidential campaign, is pharma taking notice? "Not really," says Anne Devereaux, chief integration officer at BBDO.