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.
As of July 15th, 2013, Ad Age has shut down the Power 150 service. While you’ll still be able to view our final rankings, they will not be updated in the future. We will also no longer be accepting new blogs. If your blog was waiting to be accepted, we won’t be reviewing it for inclusion. For the time being, you can still search the list and download an OPML file of all the current blogs.
Why are we shutting it down? Since we took over the list from Todd Andrlik in 2007, conversations on marketing have broadened their reach well beyond personal blogs to Facebook, Twitter, LinkedIn and many other places. If blogging lowered the barrier to entry, social media obliterated it. Because of that, and with more holistic influence measurement tools like Klout, the Power 150 is less relevant and powerful than it was six years ago.
And in practical terms, with social media APIs ever-changing and new sources of data appearing at a regular clip, we’ve decided to put our resources into interactive data projects like our Viral Video Charts or our YouTube Channel Tracker.
For fans of the service over the years, we thank you for joining us and providing so much valuable feedback and enthusiasm. To wrap things up, we thought we’d let Todd Andrlik, original creator of the list, have the last word. His comments — and a plug for his new book — are below.