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

We live in the age of scrolling—emails skimmed while waiting for coffee, portals checked in the ten seconds between meetings. In this fast-paced environment, understanding how people read  becomes a real competitive advantage. And no, we’re not talking about slow, linear reading with a narrator’s voice… we’re talking about F-pattern reading , the visual behavior that shapes how our eyes scan content on screens. Does it sound familiar? It should.Even if you don’t realize it, y