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

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