DDB says sorry after copywriter uses copy for ad he wrote while working for Saatchi & Saatchi

DM9 apology

DM9’s apology in the Inquirer yesterday

A row has broken out between two advertising agencies in the Philippines over an ad containing copy written by one agency and used by a rival.

Enrico Gutierrez, associate creative director at DDB DM9 JaymeSyfu, wrote a passage of copy while he was an employee at Ace Saatchi & Saatchi, which was used in a house ad for DM9 that ran in a national newspaper just over a week ago.

DM9 issued a public apology yesterday that ran as a half-page ad in the Philippine Daily Inquirer on behalf of the agency and Gutierrez.

The apology reads:

DM9 JaymeSyfu and employee Asterio Enrico N. Gutierrez are issuing this apology to Ace Saatchi & Saatchi for the inconvenience we may have caused with the release of a recent house ad that appeared on page B5-3 of the July 12, 2003 edition of the Philippine Daily Inquirer Inquirer, containing the following text:

Who will take up the toughest of tasks?

Who will take on the roughest of challenges?

Some say they could, but they won’t.

Others say the would, but they don’t.

And then there are those who say:

They will.

Against the impossible demands, they will.

Their will is more than a promise, but a pact.

Their will is stronger than anyone’s won’t.

More powerful than anyone’s don’t.

When other say it cannot be done.

The Filipino will.

It has come to our attention that the aforementioned ad, written by Mr Gutierrez, used copy that was done a few years back when he was still an employee of Ace Saatchi & Saatchi. As such the copy is Ace Saatchi & Saatchi’s rightful and legal property.

Again, we are truly sorry for the trouble this incident may have caused their management, employees and clients.

The two agencies have reached an agreement not to comment further, and DDB would not say whether Gutierrez would keep his job.

Ace Saatchi & Saatchi had intended to sue DM9, because it had planned to use the copy for a project for one of its clients. But after the apology was published, Ace Saatchi & Saatchi dropped legal proceedings against DM9.

This apology ad contains a grammatical error in the penultimate line of the passage, but it is unclear whether this error also featured in the original ad.


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