 I have with me Mateo Halloran, he is the CEO of DDB Worldwide and I think the biggest company he has at this point with the agency and the perception around it is that despite having about 60% data lead, doing data lead work for about 60% of their personas doing that, it's still called mainstream agency. So tell us Mateo, what are the different ways by which you are becoming digital I think DDB has got an amazing heritage over 70 years old and we have become famous over the years because of our brand building, traditional media, television, print, outdoor etc but obviously as the world has changed and the digital age, we have been through digital age now for quite a while, that perception of your strength is still the thing that is a bit frustrating for me because you know we are again most of our agencies around half of our team are data digital natives so again I think you've got to have agencies all around the world that actually can truly deliver creativity in all the channels and in all the exciting new platforms that have evolved over the years so yeah we continue to invest in the new as well as celebrate the traditional media that does so well for our clients. You have a very strong gaming vertical now, what are the other different verticals you've launched in the digital age? Well I think the biggest growth we're actually getting is from medical precision marketing so it's actually the fusion of data and technology and how that opens up so many more opportunities for our clients to build brands but again linked to that gaming, I think people are always quite staggered to know that gaming is from a revenue point of view bigger than Hollywood actually so again we're doing some pioneering creativity working with the gaming industry and again we have to be where our customers are so again it takes investment in terms of understanding that world but again that's an example of what we try to always be one step ahead of where the world is moving so we can help our clients and advocate and make most of those opportunities. You're coming to BGV Maghra you're in agency, you know it's been a consistent performer that can every year it managed to bring back some medals it makes us proud but it's never really managed to steal the thunder. Is there a reason why it's not really going all out with that, you know that one big idea which is going to really rule at can? Yeah I think that's the holy grail for every creative agency and you know DDB Maghra is one of our strongest agencies and you know it's been a consistent performer in the Indian market but I think the challenge for all creatives in India is how do we truly be world class in terms of what we do because we're here at can at the moment and you look at the standard of creativity and some of the countries that are you know performing well it was interesting that we had Columbia pick up their first lines in many years just yesterday and you know again I just I love to see that process where you know an agency really focuses on the quality of the work and as a result they get a border for it so I know Aditya and Rahul very focused on being world class and they consistently do work that is recognised around the world and you know it's not might be far away before you know they are sort of on the main stage and you know the whole of India will be proud because I think again when any agency wins from a country the whole country gets behind it because you know we're always very proud of where we are. And which is your favourite entry from India this year? What's some really unique ideas which is your favourite? Well they have quite a few and you know I think actually Aditya is here judging as well he's on the effectiveness, the credit effectiveness so and again that's what I love about. What I like also about Mudra is there's a good balance of global and local clients as well and it's great to see the amazing creativity you know consistently we've done great work for clients like Johnson & Johnson and really you know taking work that is actually doing social good as well for like Ferdinand Hygiene for example so the more we balance out you know great credit for drives results for our clients but also we have a real focus on what we can do to make society better as well and how we can use creativity to open up opportunities or help people you know move out of poverty into you know a better life. So again you know I'm really proud of the work that we do around the world and I know that's a real focus for our team in India as well. And we also feel that we've kind of at can as well we've moved away from the sentiment led emotional advertising to something which is very, very modern of the digital idea or the platform that is you know kind of highlighted you know because I also was going through the entries of DDP Mudra and all of them are so unique with regard and they're all digitally led and indeed is the only one which is obviously a TVC but even there it's a light hearted banter of sorts which really drives home the point it is not a soft story anymore. So do you think that's a welcome change that's happening at can because otherwise every story would start with you know. I still think both are really important you know I saw a great campaign just recently for McDonald's that was very emotional it was a story about a father and daughter and you know it was beautiful and I think it is a balance in terms of the emotional storytelling but also you know especially in India in terms of we have to be where now customers are and after using digital channels and having the right messaging in those channels is really important so you know I talk a lot about emotion at scale which is the traditional creativity that we do in terms of great storytelling or TV but emotion in context which is really socially driven using the technology platforms and social channels I think you know how do we apply our creativity there is the question I always ask and I think Mudra does an amazing job in terms of you know the amount of digital talent we have in that agency is you know world class and I think so you go get that balance right. And you also said you're trying something new and interesting with regard to motivating talent to have an award show you know where someone from other countries judging the work for another country and can you tell us a little about that and how does that work. Yeah now we have an internal system we call it bullseye and what we do is we peer review work in development so for India for example have other creatives out of Singapore, Sydney, London for example looking at the work and actually giving suggestions on how we can improve it how can we make it better. And so you know that is because we are determined to be the most awarded creative powerhouse globally but also the benefit for local clients is that we end up with amazing world class work for them in their endeavours to build their brand slightly so yeah it's a real focus for us to sort of keep raising the bar all the time and it's actually the other benefit has been just the camaraderie that comes from our network supporting each other and you know I suppose they call it's like the creative collective of our best minds working together to help each other succeed. And just one last question last year and the year before last we came to Cannes you know we spoke about we heard so much about consultancies being a threat to creative agencies this year it's AI. So what are your thoughts what is AI really going to be is it going to be a threat is it going to be a boom for creative agencies? No there is no doubt that AI will take jobs out of our industry but it also opens up huge opportunities for us to actually deliver better insights and improve the creativity that we do. AI will never replace the power of humans and the creativity that comes from that. So for me it's about you know I don't see it as a threat I see it as an exciting development and it's how we can use that to our advantage and you know it's we're just at the start of this journey but I think it's a really exciting time and even just the trials and experimenting we're doing you have to take carefully with AI because there's lots of intellectual property issues we're going to have to navigate. We're determined to sort of be a leader in that area and we've got huge investments and we've got some global partnerships we're actually announcing here in Cannes this week and I think you know it sort of shows how seriously we're taking it. So it's an exciting time. Thank you so much for speaking to us and we would love to catch up with you when you're in India. That will be a pleasure, thank you.