Retail vs Farma Let’s be honest for a moment.How many times have you heard this phrase in a cycle meeting or a strategy session? “Well… let the agency come up with something.” If you work in the pharmaceutical industry in Spain, probably more than once. And don’t get me wrong—agencies are fantastic partners when it comes to execution, design, and bringing ideas to life. But there’s a silent risk in letting strategy depend 100% on them: you lose control of the “why” behind wh