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Rethinking Scale, Agility, and Innovation in Pharma Agency Partnerships

29 April 2026 | Jeff Berg, PhD

Q: In today’s evolving pharma marketing landscape, how should marketers think about agency structure—particularly when weighing independence versus scale—and what impact does that choice have on partnership, performance, and innovation? A: If I were advising a pharma marketer evaluating agencies today, I’d tell them to prioritize relationships and agility over sheer size. There’s always going to be procurement teams that lean toward the big holding...