Stop Chasing Attention. Start Creating Desire // Lessons from Best Buy, AB InBev and Reckitt

"Creativity is all about creating desire." So what makes people truly desire a brand? This week, we're back at the Havas Café for the second of our three-part series exploring Creating Desire. This conversation focuses on one of the most powerful drivers of all: creativity. Jim is joined by: Ryan Dullea, Chief Growth Officer at Reckitt Jennie Weber, Former Chief Marketing Officer at Best Buy Matthew Bull, Chief Creative Advisor at AB InBev Together, they discuss how leaders create cultures where creativity can thrive, why teams need permission to take risks, how healthy debate leads to stronger ideas, and why AI should accelerate human creativity rather than replace it. Along the way, they s