Havas Creative Network

Desire as a Competitive Brand Advantage

An ADWEEK House Cannes Lions group chat (created in partnership with Havas) explored how brand desire — distinct from mere visibility — is becoming a key competitive advantage. Speakers from Havas Creative, Havas Media Network, Pantone, Mindscope, beehiiv, SAS, ViiV and TIM Brazil argued that bold brand choices, color psychology, habit formation and founder-led transparency build affinity and trust. Panelists noted technology (including LLM-driven discovery and 'agentic' marketing behaviors) is changing how audiences search for and validate information, increasing the importance of desirability. They also discussed evolving measurement approaches — for example reframing metrics to reach, relationship and revenue — and the need for new frameworks and metrics to better surface actionable insights about brand desirability.

Discount Tire Names Arnold as Creative Agency of Record

Arnold, the Havas Creative-owned agency known for comedic work for brands like Progressive, has been named creative agency of record for Discount Tire after a competitive review. Arnold will develop and produce campaigns for Discount Tire and the retailer’s America’s Tire banner. Discount Tire operates more than 1,275 stores across 40 U.S. states. Industry tracker COMvergence estimates Discount Tire’s total net media spend at $20 million. The appointment aims to boost brand relevance in what Discount Tire describes as a low-interest category for consumers.

LSA Names Jury for Junior Agency Awards

Leading Swiss Agencies (LSA) announced the seven-person jury for the fifth LSA Junior Agency Award. On 16 June student teams from five Swiss universities will present semester-long anniversary concepts for Snacketti (brand of Zweifel) at Klub Plaza in Zurich. The jury includes agency and brand leaders — among them Jan Kempter (Creative Director, Wirz Group), Guido Trevisan (CMO, Goldbach) and representatives from Maison Metzger, TWmedia, Thjnk Zürich and Zweifel. Submissions were developed with coaching from LSA member agencies and will be judged on strategy, creativity, idea relevance, audience understanding, presentation and implementability. The LSA Junior Agency Award is positioned as Switzerland’s first cross-university competition for marketing communication.