“I don’t think there’s a brand team that doesn’t see an immediate application for it,” said Azher Ahmed, director of digital at DDB Chicago, who said he has played around with Facebook’s new AR Studio. “It very much democratizes the underlying technology,” Ahmed said. “It’s not hidden away behind massive media commitments with companies like Snapchat.”
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“We’ve built prototypes for brands on Alexa and are working on one for Google Assistant,” Azher Ahmed, exec VP-director of digital at DDB Chicago, said in an e-mail. The agency’s emphasis is on services that naturally make sense for the way people use assistants and offer some kind of value, he said, as opposed to gimmicks designed just to force a brand’s way onto a cool new platform.
“Unfortunately, issues like this make it harder for ethical marketers to be smarter and more relevant in our messaging,” said Azher Ahmed, evp and director of digital at DDB. “These are exactly the kinds of things that at the very least open the window of doubt for consumers and, at worst, completely derail the progress smart technology has made.”
“It’s smart. Brands need that cultural currency,” said Azher Ahmed, evp director of digital at DDB Chicago. “People hate commercials, but if you get them to think back to childhood, where that stuff’s intrinsic. And to be able to weave it into a show that’s so popular as a natural thing. It was smart of Eggo to hop on that.”
For Azher Ahmed, evp and director of digital at DDB, Pai’s best path forward is a moderate one.
“It makes sense to adopt a moderate stance, instead of completely backing off from net neutrality,” he said. “Or else, it’ll scare consumers away.”