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How to Create Ideas That Connect With Your Target | MADE IN LATAM EP12
In this episode, we sit down with David Correa, Creative Director at GUT Bogotá, to explore his creative process and the challenges shaping today’s advertising industry. Throughout the conversation, he shares his perspective on the value of great ideas, the growing role of AI in agencies, and what it takes to build campaigns that resonate with audiences across different markets.
The conversation begins with one of the industry's most talked-about topics: artificial intelligence. David explains how GUT Bogotá is integrating AI into its creative process and why he sees it as a tool that enhances creativity rather than replaces it. In his view, no technology can make up for a weak idea, while a strong idea will always be the foundation of a campaign that leaves a lasting impact.
Building on that reflection, we dive deeper into what defines a great idea for David. He believes it should feel fresh, stand apart from what already exists, and most importantly, connect with people. When these elements come together, an idea stands out not only for its originality but also for its ability to solve a problem and spark conversations.
Another key moment in the interview focuses on some of the projects that have had the greatest impact on his career. Among them, he highlights a campaign for Águila, one of Colombia’s most iconic beer brands, which aimed to redefine vallenato and bring it closer to younger generations. Through this case, he explains how brands can tap into culture to create messages with a much deeper impact.
The conversation also explores the differences between creating campaigns for local markets and global brands. David explains that when a campaign needs to travel across different countries, it is essential to find more universal insights that can connect with shared emotions. While strategy and data play a key role, he also highlights the importance of creative instinct and trusting ideas that have the power to move people.
Later in the conversation, we discuss advertising awards, a topic that often sparks debate within the industry. David shares his perspective on campaigns created solely to compete at festivals and explains why he believes the true value of an idea lies in solving a real client challenge and creating a genuine impact on the audience. For him, recognition becomes more meaningful when a campaign drives results and conversation, rather than simply collecting trophies.
Finally, the episode wraps up with a Latin American expressions challenge that tests David’s knowledge of sayings from different countries, highlighting once again the incredible cultural diversity across LATAM.
Watch the full episode on YouTube here 👇🏻:
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