CANNES — Havas co-hosted an ADWEEK House group chat at Cannes Lions, which included industry leaders discussing brand desire as a competitive advantage in marketing. The discussion centered on how brands can attract consumers in a changing digital landscape.

Mark Sinnock, global chief strategy officer at Havas Creative, addressed the qualities of successful brands. "When we've started to look at the dimensions of desire, you see that the brands that are really cutting through are able to attract people," Sinnock said. He added that these brands exhibit a "magnetism," displaying "bold and confident" body language with "a bit of chutzpah in them." Maggie Czarnogorski, head of digital transformation and strategic innovation at ViiV, discussed the evolution of consumer information acquisition. Czarnogorski noted that customers are "getting a lot of information from the internet, so they're coming into the doctor's office already kind of knowing what they want and asking for what they want." She also stated that large language models (LLMs) now represent a new customer. "Our new customer is actually LLMs," Czarnogorski said.