12 Questions : 20 People – #15 David Guerrero, Chairman & CCO, BBDO Guerrero Philippines

12:20 is a Sydney based creative consultancy that works with agencies across Asia. Recently, while working in Singapore and Hong Kong, Christian Finucane (right) and Jon Skinner (left) met with 20 creative leaders from the top agencies to discuss the opportunities and challenges for the industry. The interviews, ’12 Questions: 20 People’ are being published in a series of blog posts on Campaign Brief Asia. The 15th interview is with David Guerrero, Chairman & Chief Creative Officer, BBDO Guerrero Philippines.

What’s the most exciting thing about working in Asia?

The pace of change. The additional chances to take responsibility. And the best beaches in the world.

What inspires you?

The beach. Reading books. Great coffee.

How has social media impacted creativity in the region?

It has opened clients up to the wisdom of the crowd. And has shifted the focus from buying attention to earning it. On the other hand it has led to a lot of creative people posting pictures of themselves on Facebook. But that’s a universal problem.

What is the recent campaign everyone wishes they’d done?

Smart TXT books – the idea of programming educational textbooks into old sim cards is a breakthrough. And has really raised the bar for clients and agencies.

Which clients are pushing the boundaries and how?

Objectively speaking you would have to say P&G – who just won ‘Client of the Year at our local awards. Across three or four major brands (Ariel/Downy, Pampers and Pantene) they have demonstrated the ability to respond quickly to change, explore new media and invest behind big ideas and take them global.

I would also like to mention our own Department of Tourism. They needed to restart advertising after the devastating typhoon last year. And did so by launching a global ‘thank you’ campaign. A gracious gesture that ensured tourist numbers actually grew this year.

Are there any cultural ‘creative watchouts’ working here?

The Philippines is a cultural anomaly in Asia. Famously described as ‘350 years in a convent and 50 years in Hollywood.’ So you need to be able to navigate the complex outcome of that. In common with the rest of Asia you do need to work very closely with production partners to ensure you are understood.

Which Asian country is punching above its weight creatively?

The Gunn Report lists Japan (8), India (9), China (13), Thailand (15) and The Philippines (20) in its top 20 countries for 2013. So arguably Japan and India are out punching China. And perhaps Thailand and The Philippines are outdoing the rest. However The Philippines has made the biggest improvement over the past few years. And now needs to establish itself as one of the key players in the region on a consistent basis.

Why does creativity matter?

Creativity is the greatest agent of change known to man. It gives voice to the human soul. It helps good triumph over evil. And gives what is right the chance to compete with sheer might. It is the unknown factor in otherwise very dull business equations. It is emotion. It is hope. It is possibility. It is a multiplier of exponential proportions. It stops us being more than just a number. And the more of your time you can spend on it the happier you will be.

What makes the local industry different?

The local industry is the oldest in the region – thanks to US colonisation in 1901. It has provided the region with numerous skilled professionals on both client and agency sides. And yet creatively it hit the roadblocks of dictatorship and a closed-off constitution in the mid-70s. So the industry operated in relative isolation until the mid-90s. And is now blossoming into a real global creative force in the mid-2010s. The profession is held in relatively high esteem. And there are thousands of new graduates every year keen to join clients, agencies and media. So it is young. It is growing fast. And it is discovering real confidence in its abilities. All in all it’s probably one of the most exciting markets in the world at this moment. But then I would say that wouldn’t I.

Cannes Titanium, Spikes Asia Grand Prix or AWARD Gold Pencil? Which and why?  

Cannes Titanium. It sets out to be the most sought-after creative award in the world. And has the exposure and ambition to achieve that.

What is the creative issue that frustrates you the most? 

Process. People always want ideas in a hurry. And unless there are huge resources to throw at the problem that is usually at the expense of quality. An idea is its execution. And great execution takes time. Any agency that wants to improve its work needs to start by looking at the overall management of its process. And then do a good job of explaining it to its clients.

What’s the biggest opportunity for creative people?

Creative people can get more work done for more people in more places thanks to technology. But there is nothing better than actually going to another country and working there. So if the opportunity arises to go somewhere new then take a good look at it. It might be just what you need to get to the next level.

Photo caption: Jon Skinner (left) and Christian Finucane (right)

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