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 share lessons from building some of the world's most iconic brands and explain why the best marketing doesn't just capture attention. It creates genuine desire.

Recorded live during the Cannes Lions Festival, this conversation is packed with practical leadership lessons for anyone looking to build stronger brands, stronger teams, and more creative organizations.

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This week’s episode is brought to you by Havas and Infillion.

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Meet The CMO Podcast On the Road

The CMO Podcast will be on the road throughout Q4 2026, capturing conversations with the leaders shaping the future of marketing, leadership, and business. If you'll be attending one of these events, we'd love to connect. Let us know!

• BLINK Cincinnati | October 8-9
• ANA Masters of Marketing | October 19–22

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Interested in partnering with The CMO Podcast?!

Looking ahead to the rest of 2026 and into 2027, we're partnering with brands to create executive content platforms that extend far beyond a single event. From pop-up podcast studios and live recordings to executive roundtables, keynote conversations, and bespoke thought leadership programs, we work with partners to build meaningful experiences that connect with senior marketing leaders.

Whether you'd like to partner with us at one of the industry's biggest marketing events or create a custom experience designed specifically for your brand, we'd love to explore what's possible. Reach out to learn how we can build something together.

Email us at podcasts@vyve.co

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Produced by vYve

The CMO Podcast is proudly produced by vYve Production, a full-service production and content studio specializing in podcasts, executive storytelling, branded content, and live experiences.

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Learn more about vYve and The CMO Podcast community at www.vyve.co.

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