This is about how pharma marketing, once driven by brand managers and sales managers, has quietly handed over the role of thinking to agencies. It’s the collapse of internal "brand thinking" and rise of more of some XYZ event-based thinking. Many brand managers today have never been trained in "brand thinking". Brand managers should be trained not just in process, but in insight writing, storytelling, consumers’ mind decoding, and sharp messaging. Let’s make brand managers thinkers again because, real professionals who became brand managers never give up the ownership.