Staff Reporters
Mar 26, 2018

David Guerrero: 'We're wrong to put blind faith in technology'

We automatically trust technology while forgetting that it, too, is as fallible as humans are, says David Guerrero, the creative chairman of BBDO Guerrero.

We’ve become so used to placing automatic trust in the data that technology collects for us, from view counts to popularity polls, that we forget this isn’t always trustworthy, said David Guerrero, creative chairman of BBDO Guerrero in the Philippines.

Speaking to Campaign Asia's deputy editor Olivia Parker at Campaign360, which took place on March 20 in Singapore, Guerrero stressed a continued need for human understanding rather than delegating all decision-making to technology.

Guerrero also discussed his observation that browsing platforms such as YouTube can quickly lead viewers down ‘radicalised paths’, emphasising the need to retain critical and creative judgements: “You can watch a single video of YouTube about being a vegetarian and then three videos in you’re onto foraging for nuts.”

Further topics covered by Guerrero in this interview include:

  • The need for clarity and consistency in brand ideas
  • What characteristics make great new creatives today
  • The ‘inspirational talks’ series he runs in his office in the Philippines to keep creatives motivated
     
Source:
Campaign Asia

Related Articles

Just Published

8 hours ago

Starbucks APAC VP Samuel Fung steps down

The former VP of Product and Marketing is a two-time Campaign Power List honoree. He exits the role after nearly 12 years with the company.

10 hours ago

Santander on its shift to one global agency, why it ...

Bank has been rethinking its $1 billion-a-year spend on advertising and communications to drive consistency and effectiveness in age of AI.

17 hours ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

18 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.