As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30: Young Creative Spotlight”, a regular feature that focuses on up-and-coming talent in the ad world.
On tap this week is Tyrone Usana, the 29-year-old Executive Creative Director native of The Philippines is now based in Muscat, Oman working at Paragon International.
He told us, “I’ve drawn inspiration from things that most people tend not to notice, those minuscule details that have rousing truth in them.”
Copycat, cut & paste and plagiarism are synonymous with theft, fraud and lack of creativity all of which are turning our industry into a commodity.
Stealing someone else idea and attributing it to yourself is bad enough but to win a pitch for a major luxury automotive brand in Kuwait and make huge financial benefits with a stolen idea is a crime that should be punishable by law in my view for the following reasons:
1- It does not show respect towards the Art Director who is credited with the original idea who happens to be a fellow industry practitioner – one of our own big family.
2- It does not show respect towards the client who is most likely paying an arm and a leg for the agency “creative work” while unwittingly being set up by the agency for a probable lawsuit due to their own plagiarism and betrayal of the client trust.
3- It does not show respect to any one of the numerous agencies that spent sleepless nights brainstorming, researching, sketching, crafting, etc. etc. only to lose this pitch to Mexican Art Director Oscar S. who is clueless of the fact that his work which was plagiarized by Mullen Lowe actually won the pitch for the Mercedes Kuwait account.
4- It does not show respect towards the Mullenlowe international brand and creative work by their own management and team in the Kuwait office.
What is your opinion? which point best resonated with you? please let us know in the comments section. we would love to hear your mind.
Steve Heller and Mirko ilic have just came out with a
new book called Lettering Large. It is one of the first books to chronicle letters as presences in the urban landscape. There are examples culled from sites across the US and throughout the world.
The book contains over 700 images of monumental typography projects. It is about monumental typography in art, interior design and architecture.
The book also features interesting examples from the Middle East.
Published by Monacelli Press. The book will be released at the end of October.
This book was dedicated to Milton Glaser and Mihajlo Arsovski.
For more information, please contact
Mirko Ilic Corp
207 e 32nd street
New York, NY 10016
tel. 212.481.9737
Established in 1996, KesselsKramer is an independent, communications agency in Amsterdam, London and now in Los Angeles with 77 people of 10 different nationalities. Learn more about their work and culture here.
