Good morning from Pharma and Biotech daily: the podcast that gives you only what's important to hear in Pharma and Biotech world.GSK has settled Zantac lawsuits for $2.2 billion, resolving 93% of product liability cases regarding allegations that the heartburn drug could cause cancer. Analysts are now shifting focus to the company's vaccines business. In other news, pediatric patients treated with Bluebird Bio's gene therapy developed blood cancers, Pfizer's phase III prostate cancer trial results may lead to a broader label for Talzenna-Xtandi combo, and Gritstone Bio has filed for bankruptcy in an effort to save its clinical research in cancer and infectious disease.On the marketing front, Hershey is using AI to refine its media strategy for the high-stakes Halloween season, with executives emphasizing the importance of targeting and timing, especially with the holiday falling just before the U.S. elections. United Airlines has successfully brought its Kinective media network to market, with the managing director of strategic partnerships sharing lessons learned and discussing future plans. However, a report from Interbrand indicates that a focus on performance marketing has cost brands trillions due to a lack of investment in long-term strategy. PepsiCo Foods' creative chief discussed in-housing and borderless content strategies, while Mountain Dew refreshed its visual identity to align with a new era of marketing. Duracell's CMO shared lessons on bringing low-interest brands into culture, and Diageo highlighted how AI helps them target audiences and navigate regulatory waters.Stay tuned for more updates on upcoming events, company announcements, and resources on customer engagement, retail trends, and more in the marketing industry.