THE CRAP IDEAS BOOK
Author and advertising guru David Guerrero
shows how you have to accept that your
ideas will be bad before they become good.
This was developed with the patient help of many people in the BBDO Guerrero office in Manila. Including: Jo Aguilar, Choi Co, Federico Fanti, Corey Cruz, Meggy de Guzman, Dale Lopez, Vilma Magsino, Isai Martinez, Jasper Cajilig, Ernest Pascual, Niel Sta Teresa, Ioni Ofrasio, Roshan Nandwani. Al Salvador, Val Villaflor and Paolo Villones who helped create the ideas and illustrations you see here. I would also like to thank many family members and friends, as well as current and former colleagues in the BBDO network who supported the idea and to the audiences in Southeast Asia, the Middle East, and Cannes who were kind enough to listen to me, er, talk crap at least 90% of the time.