Love letters to the A&M industry (part four)

Here is what Samir Asher, founder and COO, Tonic Worldwide loves most about the digital advertising industry.

As Valentine’s Day is around the corner, we celebrate the love for the advertising, communications and marketing industries by exploring what makes them truly special.

To mark the occasion, for our February issue, Manifest chatted with industry leaders to understand the one thing they love most about their respective professions. We will be sharing their individual love letters to the industry in alphabetical order as we count down to Valentine's Day.

Here’s what Samir Asher, founder and COO, Tonic Worldwide had to say...

What makes this industry special? It’s how we never stand still. We’re always evolving, always embracing the next big thing - whether it’s AI, virtual reality, or whatever’s coming next. One minute we’re diving deep into human psychology and data, the next we’re dreaming up creative concepts that could change how people think about a brand. And this is what keeps us excited and going.

It’s not just about creating ads- it’s about understanding what makes people tick and speaking to that. Sometimes it’s making them laugh, sometimes it’s touching their hearts, but it’s always about making that real connection.

At Tonic Worldwide, we deeply resonate with this dynamic. We’ve seen how impactful it is when brands speak authentically, how creativity can drive not just sales but values, and how a well-told story can become a movement. The collaborative spirit of this industry is another aspect we cherish—teams from diverse backgrounds come together to create something larger than themselves, driven by a shared vision.