The Science of Desire In January, we launched our new strategic mindset across #Havas – Growth, Powered by Desire – rooted in the belief that desire is the spark that moves people, inspires action, and fuels the momentum that brands need to grow. Today, we launch ‘The Science of Desire’, a new landmark global study decoding the human system of desire that powers growth. This represents a key milestone on our strategic journey. In a marketing ecosystem powered by algorithms, the conditions for growth have never looked more favorable. Marketers have never had more data, more touchpoints, or more tools to build exposure for brands. And yet too many are deploying these capabilities in ways that optimize away from the very conditions that drive growth – prioritizing efficiency over effectiveness, reach over resonance. The result? 84% of brands sit in a middle ground of indifference, harder to notice, remember, and choose. Being seen is not enough. You must be desired. But what m...