McCann Worldgroup on Friday said it respects the decision of the Department of Tourism (DOT) to end its contract with the advertising agency in the wake of a controversial ad campaign found similar to the one used in South Africa in 2014.
The advertising agency, in a press statement, said that while it regrets the DOT decision, it is still seeking a “sensible resolution” on the issue.
“We learned yesterday afternoon, through various news reports and the press conference held by the Department of Tourism (DOT), that it has decided to discontinue its partnership with McCann Worldgroup Philippines. At the time of this press release, however, McCann has not received a formal communication from the DOT about termination of our contract,” McCann said.
“Nevertheless, we respect any decision made by the DOT and, while regrettable, we thank the DOT for the opportunity to serve, and we wish them continued success in their future endeavors,” it said.
Aside from scrapping its contract with the advertising agency, the DOT said Thursday it has also scrapped the ad created by McCann Worldgroup about a blind Japanese man who experiences the Philippines through senses other than sight.
The global agency should issue a public apology over the ad, due to “negative feedback,” the DOT said in a statement.
“After a diligent review of the ad materials in question, the Department of Tourism (DOT) has decided to discontinue its partnership with McCann Worldgroup Philippines,” the DOT said in a statement.
The DOT said it was seeking a producer for a new ad campaign, which will be “consistent” with the previous “It’s more fun in the Philippines” slogan.
“Thus, we encourage those with fresh and original ideas that will showcase our diversely-rich tourist destinations and the unique Filipino hospitality to join this venture,” it added.
The ad agency earlier said the Philippine campaign was not a copycat.
“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,” McCann said in a statement.
Re-published by ABS-CBNNews
