In the late 20th century, medicines became big business, with marketing budgets to match. Pharma, a new exhibition at the Herb Lubalin Study Center in New York, will look at the role of Big Pharma in the evolution of graphic design and advertising. Pharma is open from November 1 to December 2, 2011. Herb Lubalin created some of his most influential work while working for Sudler & Hennessey, an advertising agency which specialised in pharmaceutical marketing. He was not alone. Other design and advertising  luminaires, including Franco Grignani, Lester Beall, Paul Rand and Will Burstin, all worked for drugs companies. Some of the leading examples of this new marketing sector will be displayed at Pharma. Intriguing stuff.