The issue of plagiarising is not new. Neither is it restricted to the creative people belonging to the film and advertising industry who blatantly copy ideas under the garb of inspiration or ignorance.
This practice of stealing someone else’s ideas is rampant in other industries as well, may be in the name of industrial snooping or spying on competitors.
However in case of the creative industry like advertising, the issue is two-fold:
When the agency professionals are the culprits; and
When, of all the people, the client is guilty of indulging in this malpractice.
Plagiarism is a euphemism for stealing
A few months ago, I reported a case of plagiarism through a post on a social site after an instance when a “supposedly” reputed business house plagiarised a strategic branding and communication thought our agency had presented during the pitching for the account.
At the time of presentation, the client had confessed that our strategies and creative were far superior to the other agencies in the fray and it has made him rethink the approach.
To our chagrin, a few days later we came across an advertisement incorporating a part of our strategy and released by that client without our consent.
When confronted, he fumbled for words and gave some childish explanations.
We knew we had lost the account.
Yesterday, my colleague happened to meet the head of the agency which instead managed to bag that account.
During the course of discussion, we learnt that the said client not only cheated us but also that agency by going back on the annual contract after accepting its presentation and using its inputs for developing a campaign by his own in-house creative team.
He offered that agency a paltry fraction of the contract and terminated the agreement.
Needless to say, the agency was aghast and was contemplating recourse.
How do we plug this leak?
First, the second point, “What action can the agency take?” is wishful thinking.
The real question remains, “What possible measures can an agency take to prevent such incidences?”
Presentation of creatives, in whatever form, is a common practice and a necessity for pitching.
A background check on the client’s credibility could be a way out; yet it’s not always possible and the source of information may not be credible enough and trustworthy.
Of course, the client should realise that this malpractice will some day prove to be his nemesis, the cause of his downfall.
But then such clients suffer from myopia.
