Speaking at Spikes Asia, Guerrero says there are more conventions surrounding broadcast than other advertising practices, and this is difficult to escape.
“I think there are areas where we’re not giving it the same level of focus, and that’s probably in broadcast in both radio and television,” he says in the interview, sponsored by Yahoo. “It’s just not as playful and experimental and as interesting as we are in outdoor and press, and that’s a great opportunity."
He continues: “People are much happier breaking the rules in print and, as a consequence, print is a lot more interesting.”
Guerrero also claims the industry does not do a thorough job of nurturing talent in the region, and this is the reason advertisers have a hard time overcoming creative barriers.
Guerrero’s interview is the fifth part of MediaTV’s Big Idea series.
Previous interviews include David Droga, founder and creative chairman of Droga5; Piyush Pandey, executive chairman and creative director of Ogilvy & Mather India and South Asia; Fred Koblinger, CEO of PKP Proximity and BBDO Holding of Austria; and Rodney Fitch, chairman and CEO of design agency Fitch.
To see other MediaTV interviews, click here.
To see MediaTV interviews as soon as they come out, sign up for Media's email bulletins.
“I think there are areas where we’re not giving it the same level of focus, and that’s probably in broadcast in both radio and television,” he says in the interview, sponsored by Yahoo. “It’s just not as playful and experimental and as interesting as we are in outdoor and press, and that’s a great opportunity."
He continues: “People are much happier breaking the rules in print and, as a consequence, print is a lot more interesting.”
Guerrero also claims the industry does not do a thorough job of nurturing talent in the region, and this is the reason advertisers have a hard time overcoming creative barriers.
Guerrero’s interview is the fifth part of MediaTV’s Big Idea series.
Previous interviews include David Droga, founder and creative chairman of Droga5; Piyush Pandey, executive chairman and creative director of Ogilvy & Mather India and South Asia; Fred Koblinger, CEO of PKP Proximity and BBDO Holding of Austria; and Rodney Fitch, chairman and CEO of design agency Fitch.
To see other MediaTV interviews, click here.
To see MediaTV interviews as soon as they come out, sign up for Media's email bulletins.
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