DIARY: Rant

Agencies that condone 'copy cat' ads should be ostracised in the same way as those which condone scam work. Take these two beauties, for example. As can plainly be seen, one is a shady photocopy of the other. I won't say which ad was produced first or which agency was responsible for which execution, for fear of upsetting fragile egos. But I will say this: I have heard many creative directors say that copying ideas is fine because every idea that could have been thought of has already been thought of. There's nothing left, they argue. Hence, you get two ads maybe three or more that look alike. Of course, this is the lazy way out. People who copy don't have a creative bone in their body save for a huge ego. But that's not the important point. The important point is that if the client finds out that his agency has copied the idea from someone else, he'll probably ask why he hasn't yet fired his agency. Why should he pay someone for copying campaigns? It really doesn't make sense. Whoever you are, and whatever you want to get off your chest, send your rants to rant@media.com.hk, and we'll print them anonymously.

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