How low can advertising creative go in UAE? You have no idea! October 29, 2009
Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 8commentsThe state of advertising had reached an award-winning low in the Dubai Lynx when award upon award was withdrawn for plagiarism and the ‘Agency of the Year’ title stripped off the offending agency.
But looks like no one’s learnt a lesson. Yet.
Blatant copy-paste advertising is still rampant. With no regrets. Sad!
Here’s an original big idea from my ex- creative partner Sherif Galal, senior art director at TBWA\RAAD Abu Dhabi, for a client we worked for together – ADAC (Abu Dhabi Airport Company) for UAE’s National Day last year:
The Original: ADAC's UAE National Day Ad 'Salute' by TBWARAAD
And here’s what was spotted by another friend from the agency – Joey Llovitt (yeah – you read that right) – on a DeviantArt portfolio:
Copycat Ad for Aerotech Aviation
Now, the original ad wasn’t one that you’d miss. It was on the front page of Adsoftheworld and still exists there – with more than 70 votes. It made it to the Dubai Lynx shortlist too, last year, but thanks to the F** agency’s creative director F***’s Fiasco many deserving ads lost to copycat ads as you read on this blog earlier.
News has it that some people very high up had a very good feeling when they saw Sherif’s ad on the UAE National Day. Perhaps, it’s the original ad’s goodness which makes it attractive to steal.
“I feel really bad… but at the same time, it’s an indication that the ad was so good,” says Sherif, with his trademark laugh. Imitation might be flattery, but ripping-off is the lowest form of life, noted one of the commentors in response to the copied ad on Deviant Art.
The copy-cat ad was posted on DeviantArt by the ID bluemp, traced back to one Mr. Md Naeem (LOL… he shares my surname) a 27 year old web designer from Pakistan.
I have been blogging about creative plagiarism and ethics in advertising for long now, as readers of my blog know. So, I decided to put these ads up but also give the offending party the benefit of doubt. I spoke to Naeem and asked him what the story is. And it only got worse.
He said: “What I upload on my website is not done by myself. This is one of my friend. He done that.”
So, we have a copied ad, that too posted in someone’s portfolio who says it’s not an ad done by him.
Well, someone’s done it.
Some poor client has paid for it.
And now that the word is out, some agency and creative better pay for this sheer laziness and insolence.
I asked Sherif what he thinks should be done now. And here’s what he said.
“Everyone should know. The company that this guy sold the ad to should know. I would stop him working in advertising. It would be like a lesson to other people not to steal work. “
Sherif Galal
Senior Art Director
TBWA\RAAD Abu Dhabi
Friends in the industry like Louai Alasfahani of the anubisblog fame (notoriety, rather) invest considerable time exposing creative stealing in the region.
Perhaps with these name and shame posts, we will be able to rid our agencies and industry of the kind of scum that copies other people’s ads, puts them in their portfolio and brings everyone a bad name.
Has your work ever been stolen?
What would YOU do if this happened to you as a creative?
Comments (and curses) are welcome…
Freelance Copywriter in Abu Dhabi – why it’s good to have one… October 29, 2009
Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 11comments
The state of copywriting in Abu Dhabi, UAE
Potential Client (PC): Hello… is it Mr Farrukh? Do you do copywriting?
Me: Yes, how can I help you.
PC: I have some text for my brochure. It’s all written. I have done it myself. Can you look at it?
Me: Do you need help with editing it?
PC: No… no. Just read it and maybe, make some changes. Like, make it more beautiful? You know…
Me: Ok, if you could email it to me please – I’ll have a look and let you know what I think.
PC: How much will it cost?
Me: I will let you know once I have seen what shape the writing is in.
PC: It’s just a few sentences. I have already written it.
Me: Sure, it could be just one line – but if you need professional copywriting, it will come at a cost.
PC: Can you write a few ‘catchy’ phrases as well with that – you know, as a ‘gift’? 3-4 at least?
Me: You mean a tag line? Does your brand have one?
PC: No, but my wife and I have some ideas – maybe you could add to that? Just as a friend.
Me: Sorry, I don’t work that way.
PC: But it’s only 2-3 lines. Don’t tell me you will charge hundreds of dirhmas for that.
Me: Taglines are worth a lot more. How much do you think ‘Just do it‘ is worth?
PC: Ok, ok. You just make my brochure text beautiful and catchy. My neighbour and grocery guy can give me a few catchy lines. For free.
Me: I’m sure they can. I wish your brand luck though.
PC: Thanks. Do you also do ‘copyright’? Maybe you can copyright the slogan we come up with.
Me: Um…no. I don’t copyright. You might not need to.
PC: What if it’s really good… you know… and some big brand copies it?
Me: We’ll see.
Another day in the life of a freelance copywriter in Abu Dhabi… Ahlan Wa Sahlan!
[Disclaimer for dummies: The conversation above is a 'dummy' conversation, meaning fictional. If it has any resemblance to a person or brand, alive or dead, blame your wild imagination, not me. It is also not in any way associated to the delicious copy in the picture above.]
Do you have a similar conversation to share? Comments are welcome…
twofour54 ibtikar launches creative lab for funding young creative Arabs October 19, 2009
Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 1 comment so far
Money follows ideas, it’s often said. So, if you’re a cool, talented Arab with a big idea for an online, TV, or film project, Abu Dhabi’s a great place to be.
You get the idea, and we’ll get you the funds and support. That seems to be the motto for ‘creative lab‘ launched today by twofour54 ibtikar, the media industry funding and support pillar of twofour54 Abu Dhabi.
twofour54 ibtikar: creative lab offers grant funding and business support to talented Arab individuals from the UAE and across the Middle East & North Africa (MENA) region. If all you’ve got is an idea, you can now benefit from seed funding, development guidance and planning by creative lab to get your dream project off the ground.
Unlimited Power Online in Dubai – How to Make Money on the Internet October 12, 2009
Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 6commentsUnlimited Power Online (UPO) is back in Dubai for the second time. You read about Unlimited Power Online I on my blog when some of the world’s hottest internet marketing gurus arrived last year to share their success secrets in the UAE.
The 2008 Unlimited Power Online event which I attended was packed to capacity
Participants at UPO 2008 listen with rapt attention on cool ways to succeed online
For internet strategists like me, it was a dream come true to personally meet online experts like Michael Koenigs of Traffic Geyser, John Carlton – the copywriting legend, Mike Filsaime known for his Butterfly Marketing techniques, Russell Brunson, Barry Dunlop, Andrew Lock, Reg Athwal and more who presented at the first UPO event last year in Dubai.
Ram and Gautam Ganglani of Right Selection, and Ernesto Verdugo, the world-travelled ‘entertrainer’ whose events almost always get overbooked in Dubai, made it possible for people in the UAE to meet and learn from some of the world’s best minds in the online industry.
Last year, Ernesto had promised me at the first event that he will aim to bring even bigger names to Dubai and UAE soon – on my wish list were Frank Kern and John Reese. And he’s coming closer to that promise this year with the 2009 Unlimited Power Online conference.
