Are we asking the right questions about AI, creativity and connection? Sam Cheetham, Associate Director, Client Services, reflects on the ideas from SXSW London 2026 that challenged his thinking - and why uncertainty might be the most important takeaway of all.

Nine out of ten of the top‑grossing films worldwide in 2025 were a sequel, reboot, remake, or adaptation of existing intellectual property. Jake Davis, Managing Partner, Public Relations explores what Hollywood’s IP obsession tells us about audience behaviour and what health communicators should do about it.

Over 500 Medical Affairs professionals from around the world arrived in Zurich, Switzerland, for the annual Medical Affairs Professional Society (MAPS) EMEA meeting on 17–19 May 2026. One of the strongest recurring themes was the increasing complexity of Medical Affairs’ role in communicating its science and how the environment it operates in is rapidly evolving.

AI summaries are now the first (and often, only) port of call for many patient queries. Elizabeth Mercer, Director, Client Services, examines how the healthcare industry must work more closely with Patient Advocacy Groups to embed lived experience into both search and AI‑driven content.

In this podcast episode, Langland and Novartis Global Health explore the role of Medical Affairs in tackling global misinformation, and what it takes to build value-driven partnerships with Digital Opinion Leaders. 

Clinical trials can be thought of as living, breathing systems – intricate networks of patients, caregivers, investigators, site staff and sponsors working towards a shared ambition: advancing medical research. And like any complex organism, a trial relies on something vital coursing through it: its lifeblood.