Philippines Department of Tourism axes McCann over similarities to South African campaign

DOT_Sights.jpgThe Philippines Department of Tourism has axed newly appointed ad agency McCann Worldgroup Philippines over allegations that their new "Sights" campaign is strikingly similar to a recent 2014 South African Tourism campaign.

The news that the Philippines Department of Tourism has dropped McCann Worldgroup over the scandal that has spread both internally and internationally over the past few days was broken this afternoon by Philippines-based trade publication Adobo Magazine.

DOT Assistant Secretary Ricky Alegre is quoted by Adobo as stating the advertising process would be reopened and a new agency appointment would follow.
McCann Philippines defended their campaign via a statement yesterday saying it was based on a true story of a blind retiree: "Our research has also shown that, of the millions of visitors who visit the Philippines, thousands of foreigners from over 100 countries have chosen to live and retire here. Our latest film, 'Sights,' was particularly inspired by the story of a visually impaired foreigner who has made the Philippines his home and who has come to experience the Philippines in different ways."

SA Tourism.jpg"We acknowledge the feedback that the way this story was told may have similarities with the South African tourism campaign," the statement continued. "It is unfortunate that the DOT has been called out and accused of plagiarism, for work we have done to highlight the testimonial of a real retiree. We take full responsibility, as all ideas and storyboards presented were conceptualized by McCann Worldgroup Philippines."



Arigato said:

It can't be a plagiarism when it's done badly.

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