By now the socially networked advertising world would’ve already known that Goafest, our version of the Cannes Lions, has been tainted by scam ads and plagiarism. It’s critical that corrective measures are taken before the image of the country’s entire creative frat is tarnished.
The ‘superjury’ meeting may well help do that, but we weren’t surprised when told that lobbying has already started and attempts are being made to overrule all the complaints and institute guidelines for the next year. If you read the comments of some of the biggies in the business in MxM Mondays, you’ll know what the sentiment is at the higher levels of adland.
MxMIndia has taken a view to not name agencies and clients as plagiarists unless and until officially named by the Awards Governing Council of Goafest 2013. However, that doesn’t mean we are going to sit quiet on the issue.
The fact remains that there are some ads similar to those crafted elsewhere (and released earlier). In the days before the internet, it used to be the Blackbook and now adsoftheworld.com and various other print and online showcases that people refer to for inspiration. The worry, then and now is when this inspiration turns into copying an idea.
India’s track record elsewhere in the creative world is not the bestest. Our films and music are often lifted from works produced elsewhere in the world. Many of us in journalism also do not think twice about picking up pictures and graphics from the internet without seeking permission. Thankfully, in entertainment television, since most have global majors/ partners, care is taken to license formats.
While we will get the decision from the Creative Abby superjury soon enough, the question is how does one put a stop to the plagiarism? Yes, there is a legal recourse available, but the best bit for the fraternity is to expose the plagiarists. Being included in a ‘hall of shame’ is we think a good deterrent.