Observed Signal · Aug 21, 2026 · Interview · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Agencies That Treat Technology as Core Will Lead
César Andrés Tapia Quijano, GCC McCann's regional director of creative technology and production and a juror on The Drum Awards Festival Digital Experience jury, argues that agencies must treat technology as a core discipline to lead in the industry. He warns that universal access to the same AI tools makes deliberate strategic choices — driven by human judgment and creative vision — essential to avoid standardised work. Tapia recommends agencies invest in talent, infrastructure, partnerships and, where appropriate, acquisitions of technology companies. He highlights Coca-Cola as an example of consistent brand building, and calls for agencies to modernise working practices to retain talent and to train managers for leadership rather than promoting solely on craft.
Thought leadership from an agency technology lead encourages agencies to invest in tech, talent and working practices—relevant to agency strategy but not a major platform policy or technical release.
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Key Takeaways & Evidence Grounding
- César Andrés Tapia Quijano is GCC McCann's regional director of creative technology and production.
- Tapia served as a juror on the Digital Experience jury for The Drum Awards Festival.
- He has been recognized by Forbes Ecuador as an industry innovator.
- Tapia recommends agencies build technological capability via talent, infrastructure, partnerships and potential acquisitions of tech companies.
- He cites Coca-Cola as an example of consistent long-term brand building.
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1 Entity mapped“On brand building, he points to Coca-Cola as the example worth studying....”
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