“Exclusive: Ari Weiss’ Last Interview Reveals Ambitious Vision for ‘World Domination'” | LBBOnline

I had a memorable conversation with Ari Weiss on January 16, just before he passed away. We spoke about the rise of independent agencies and how they are changing the advertising landscape. Ari had recently left a holding company to co-found Quality Experience with Cristina Reina, Dan Gonda, and Colleen Leddy.

I first encountered Ari’s work during my time at DDB. As the global CCO in New York, his influence extended far beyond his office. He set high standards and was instrumental in shaping our messaging and how we showcased our projects.

In 2023, under his direction, DDB was named Network of the Year at Cannes. He expressed pride in the achievement, emphasizing the importance of creativity and collaboration among talented teams worldwide.

Tragically, Ari succumbed to cancer on February 14, just shy of his 47th birthday. Below are insights from our last discussion, slightly edited for clarity.

On the Freedom of Independence:
Ari believed independence allowed for greater creativity. He spoke about having a dedicated team that matched his high standards, which made collaboration smoother than it often is in larger networks. He felt this closeness fostered a potent creative environment, leading to quicker, more effective problem-solving.

On Crafting Quality Work:
When discussing his agency’s work for Tonal, Ari acknowledged the pressure of making a great first impression. He was adamant that the initial output had to be outstanding. Their approach was all about ensuring that everything they presented was top-notch, as they wanted to craft work that they were proud to show.

Ari mentioned that while big agencies have their advantages, the advantages of an independent approach—like stronger connections and the ability to ask for favors—made a significant difference in their work on Tonal. They were able to push boundaries without the constraints typically found in larger corporations.

On the Impact of the Tonal Campaign:
The success of the Tonal campaign was a game-changer. Not only did it exceed sales goals significantly, but it also served as a solid piece of evidence of Quality Experience’s capabilities. Having this success helped present the agency in a more concrete way to prospective clients.

On Working with Talent:
Ari highlighted the contribution of director Aube Perry, who brought a unique vision to the project. Aube’s ability to craft a compelling narrative around the protagonist transformed their initial ideas into a captivating film.

On the Challenges of Building an Agency:
When reflecting on his experiences with agencies like BBH and DDB, Ari mentioned the difficulty of translating the success of agencies from one country to another. He noted how the U.S. market often has a more robust freelance community, which can make it complicated for new agencies to thrive without traditional structures in place.

On Future Ambitions:
Ari had big dreams for Quality Experience. He aimed for global reach while wanting to conquer the North American market first. He wanted to create a model where they could expand into international markets, but only if it aligned with their vision.

Final Thoughts:
Towards the end of our conversation, Ari shared his optimism for independent agencies. He believed that the current challenges facing larger holding companies were opening doors for independent firms to flourish. He reflected on the inevitable cycle of the industry but hoped to maintain their independence if possible.

Ari Weiss left a lasting legacy, and his insights on creativity and leadership continue to resonate in the advertising world.

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Ari Weiss’ Final Interview: His Hope Was “Kind of World Domination, I Guess” ,Quality Experience,New York, USA