David Guerrero to Launch Crap Ideas Book at Manila International Book Fair


Sturgeon’s Law is a famous saying that “90% of everything is crap”. In a world where unique and brilliant ideas are the key to success, how do you filter out the ideas that stand out among the rest?

BBDO Guerrero Creative Chairman David Guerrero is about to launch his book titled The Crap Ideas Book at the Manila International Book Fair on Saturday, September 17, 2022.

Inspired by Toni Morrison’s advice that “If there’s a book you want to read, but it hasn’t been written yet, then you have to write it”, David Guerrero’s book offers advice and examples from a creative advertising perspective.

“The optimistic corollary of Sturgeon’s Law is that 10% of everything isn’t crap. So instead of worrying about the nine out of ten things you can’t use, be encouraged by the ones you can,” says David Guerrero in an excerpt from his book.

Joji Jacob, Creative/BLK Co-Founder J Havas described the book as “Unputdownable” while BBDO Worldwide CEO Andrew Robertson described the book as a “good and valuable read”. Peter Souter, Chairman of TBWA London, said: “Clean, smart, beautifully illustrated and endlessly useful. It goes straight into the hands of my middle son who is busy trying to break into the industry.

Other global industry leaders also received an advance copy of the book and praised the material. Uma Rudd Chika from KVUR Singapore said “I didn’t want to stop and miss the next chapter” and Algry Sharman from Joint London described the book as “very insightful and well written”.

The Crap Ideas Book has 77 pages with creative illustrations on the left page. Dave Trott, another creative industry writer commented “Love the art direction, really excellent” regarding the illustration.

The book will have its official launch in Meeting Room 5, from 3:00 p.m. to 4:00 p.m. at the SMX Convention Center, with a live Q&A and signing session made possible by the book’s official publisher, Milmores Publishing.

The Manila International Book Fair will take place from September 16-18, 2022. This will be the first time the convention has been live since the start of the Covid-19 pandemic.

If you like to get your hands on one, Milflores Publishing sells hard copies through their website. https://www.milflorespublishing.com/shop.


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