Creative director at centre of copy recycling scandal in the Philippines exits agency

DM9 apology

DM9’s apology to Ace Saatchi & Saatchi

The man in the middle of a scandal in the Philippines over a piece of advertising copy written at one agency and used by another has left the agency where he was working.

Enrico Gutierrez wrote a passage of copy while he was a copywriter at Ace Saatchi & Saatchi, which was used by rival DDB DM9 JaymeSyfu, the agency he later joined as associate creative director.

Saatchi & Saatchi had planned to use the copy for a campaign for one of its clients, but DM9 beat them to it with a house ad published in the Philippine Daily Inquirer on 12 July.

DM9 published a public apology to Ace Saatchi & Saatchi in the Inquirer, and as a result Saatchi’s dropped planned legal proceedings against its rival.

Gutierrez has now left DM9.

He quit and was not fired, Mumbrella understands.

The copy in the apology ad in the Philippine Daily Inquirer read as follows:

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.

Saatchi & Saatchi and DDB have an memorandum of understanding not to comment on the matter further.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing