Good morning from Pharma and Biotech daily: the podcast that gives you only what's important to hear in Pharma and Biotech world.Mountain Dew introduced the Mountain Dude character in a new campaign called "Do the Dew" created by Goodby Silverstein & Partners. The campaign features a stylish brand character and encourages consumers to get active. Amazon released a back-to-school ad promoting savings, Heinz launched a campaign inspired by superheroes for their condiments, and Kraft Heinz named former Pepsi marketer Todd Kaplan as their North America CMO. Hershey also handed US media duties to Publicis. Industries are adopting the media network model to replicate the success of companies like Amazon and Walmart. Additionally, America's most trusted brands like Nvidia, Sony, and Adidas are discussed in a sponsored content piece. Other trending topics include Havas agencies losing B Corp status, Google accused of misleading consumers, the WNBA securing lucrative media rights deals, and Meta in talks to buy a stake in eyewear giant EssilorLuxottica.Transitioning to the world of biotech, Revolution Medicines is advancing its cancer drug, a ras inhibitor, to phase 3 trials after demonstrating tumor reduction in pancreatic cancer patients. The drug showed promising results but also had high rates of side effects like rash and nausea. Roche's obesity pill showed significant weight loss in a small study, while Gilead's Chief Medical Officer is set to depart next year. The biotech industry in 2024 is seeing progress in gene editing, mRNA, and cell therapies, offering optimism for the future of medicine. Caribou is cutting its workforce, Sionna is exploring abandoned cystic fibrosis drugs from AbbVie, and the industry is focusing on successful commercialization strategies. Overall, the industry is evolving with new treatments and developments shaping the landscape of biotech and pharma.Shifting gears to healthcare news, the House Committee has urged the FDA to suspend the lab-developed test rule, citing concerns about potential alterations to the United States' laboratory testing infrastructure. Steward executives received significant compensation before the company declared bankruptcy, and UnitedHealth's cyberattack response costs are expected to exceed $2.3 billion this year. Senators have introduced bipartisan healthcare cybersecurity legislation, while a Chicago children's hospital faces class action lawsuits after a cyberattack. Branded calling is highlighted as a way to increase patient answer rates, and AI is showcased as a tool to address healthcare challenges. Overall, the healthcare industry is facing various challenges related to cybersecurity, financial pressures, and patient care.In the realm of pharmaceuticals, Boehringer Ingelheim has partnered with GoodRx to offer its Humira biosimilar at a 92% discount. This move is aimed at capitalizing on Humira's decreasing market share. Artiva Biotherapeutics has announced an upsized IPO of $167 million to support the development of its therapy for systemic lupus erythematosus. George Church's startup has raised $60 million for its investigational therapy for gout, while Aveo's Fotivda combination therapy did not meet its primary efficacy endpoint in a phase III study. Invitro Cell Research is also working on preventive and regenerative medicine to help people live healthier lives. Other news includes the FDA rejecting Orexo's opioid overdose drug and granting a third indication for Phathom's Voquezna. Pfizer's once-daily weight loss pill and ongoing disputes over CRISPR patents are also highlighted.That's all for today's episode of Pharma and Biotech daily. Stay informed and have a great day!