If an idea works locally, it deserves a run globally: DDB Worldwide's Weiss

DDB had its first global creative council meet in Mumbai this week. Broadly, I wanted to understand the Indian market better, says Ari Weiss

Technology is disrupting advertising in a big way. Is the science of advertising taking away from the art of it?

From a science perspective, we are now seeing agencies and advertisers target different communities in more specific ways, using data technology and analytics. I think there are moments when brands want to tell specific stories to specific people. And there are moments when brands want to speak to the masses; address a wider audience. The digital medium has allowed advertisers to present stories in many different ways. But you can’t take away from the soul of advertising, which is about