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

11 hours ago

Why an Australian whisky wants to take down ...

Coastal Stone Whisky, with some help from a Canadian creative, is actually targeting Canadian Club whisky

11 hours ago

Netflix revenue grew 17% as hit series Baby ...

With increased new member sign-ups in Q2 2024, the streaming service looks at scaling its ad business and building its own adtech platform.

11 hours ago

Apple’s ad follows 'underdogs' to Thailand to ...

Work casts Apple’s products as integral characters.

11 hours ago

Samsung creates AI tool for Dutch basketball team ...

The tool was created by Cheil Worldwide.