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BY: PRINCE GOLEZ, Manila Reporter
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Thursday, June 15, 2017
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MANILA – Sen. Nancy Binay wants the Department of Tourism (DOT) to penalize advertising agencies producing “unoriginal” ideas.
The DOT has been on the receiving end of criticism after netizens observed similarities between its “Sights” television advertisement, created by advertising agency McCann WorldGroup Philippines, and the South African tourism campaign.
“We should start penalizing ad agencies for giving our departments, especially the DOT, ripped off creative handles or not-so-original work. It compromises the integrity of the government agency, as well as the ad agency itself,” said Binay, chairwoman of the Senate Committee on Tourism, on Wednesday.
This is not the first time that the department and its agencies got called out on plagiarism.
In 2010, the DOT and ad agency Campaign and Grey were criticized for its “Pilipinas kay Ganda” logo, which resembled Poland’s official travel website logo, Polska.
In 2012, the tagline “It’s more fun in the Philippines” was also greeted with controversy when it was said to resemble the 1951 Swiss ad “It’s more fun in Switzerland.”
“Advertising contracts between the DOT, including its attached agencies and the promo/ad/media/marketing agencies, should have a legal clause or a disclaimer which stipulated that the agency handling a particular campaign would either be penalized or not be paid if the ad copy, concept, or peg was found to be copied,” the senator said.
She reminded the tourism department that taxpayers’ money is being spent for the airing of the advertisements.
“Dapat maging honest at magkaroon ng full disclosure ang mga ad agencies para ‘di kahiya-hiya ang Pilipinas,” Binay said.
She added that the DOT should also evaluate more carefully the concepts, scripts, and draft storyboards that ad agencies present to them./PN
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