In the article titled Use or Abuse?, published on June 23, 2025, Esteban offers a compelling analogy: he compares technology in modern advertising to the Trojan horse of the 21st century. Drawing inspiration from The Odyssey, he reflects on how seemingly brilliant and empathetic tech solutions can sometimes disguise more complex marketing objectives.

“We live in an era where innovation often outweighs the message, and technology becomes a creative shortcut. Just like in Troy, we should ask what’s really inside that horse before we open the gates,” Esteban explains in the piece.

His perspective encourages us to look beyond flashy tools and reconsider the true meaning and purpose behind our communication efforts. Esteban joins other top industry leaders in evaluating how technology has evolved from a supporting resource into the narrative centerpiece—sometimes at the cost of emotional connection and strategic clarity.

At Mediaplus Alma, we proudly celebrate Esteban’s contribution to this vital conversation. His insights reinforce our commitment to a more thoughtful and purposeful approach to communication—one where technological innovation always serves a creative and strategic vision.

📌 Read the full article in issue no. 1731 of Anuncios magazine.