KAKAMPI MO ANG BATAS: Who goofed: DOT chief, or ad agency? PDF Print E-mail
Sunday, 08 January 2012 15:18

BY Atty. BATAS MAURICIO

LIFE’S INSPIRATIONS: “… What has been will be again, what has been done will be done again; there is nothing new under the sun…” (Ecclesiastes 1:9, the Holy Bible).
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WILL DOT SECRETARY JIMENEZ BE SACKED, TOO? So, will Tourism Secretary Ramon Jimenez be compelled to resign likewise, now that there is proof that “It’s more fun in the Philippines”, the tourism campaign slogan he presented, and which President Aquino immediately praised and approved on Friday, January 6, 2012, is actually a mere copy of the 1951 Switzerland tourism slogan, “It’s more fun in Switzerland”?

I mean, Jimenez’ immediate predecessor, former Tourism Secretary Alberto Lim, was bulldozed to resigning last year on charges that his “Pilipinas Kay Ganda”  slogan was merely plagiarized from Poland. Certainly, it is now clear that Jimenez is no better than Lim, so why should Jimenez be allowed to stay on in his post, and be spared of what happened to Lim?
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DOT MUST DISCLOSE HOW MUCH IT PAID FOR TOURISM CAMPAIGN: But before he is asked to resign and likewise kicked out, Jimenez must be asked first to make a public disclosure of how much the DOT paid to the ad agency it contracted to come up with “It’s more fun in the Philippines” slogan, the Batten, Barton and Durstine & Osborn (BBDO) of New York, USA.

This public accounting is made important by the fact that, as it appears now, producing the slogan was no sweat at all for BBDO, because it appears to be a mere word-for-word imitation of a 1951 tourism campaign line. If the slogan was merely copied, and, from all indications, it was really merely copied, I am sure the DOT would not be paying millions of pesos in government funds to BBDO, right?

I mean, how can the DOT in all conscience now pay millions for a tourism slogan that is not even original? Please, please, please. Will someone assure the Filipino people now that the DOT and the Aquino government will not be paying millions for something that some earlier geniuses already thought of, and subsequently produced?
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DID THE AD AGENCY REALLY GOOFED? But then, I am wondering if it was really BBDO which goofed by coming up with the “It’s more fun in the Philippines” tourism slogan. It doesn’t make sense that it would be presenting something that was already used before, without it even informing the DOT, in the first place, that the slogan was, indeed, already used before.

Something does not fit here, because BBDO is described as one of the best advertising agencies in the world. Let us read a Wikipedia item about BBDO: “BBDO is a worldwide advertising agency network, with its headquarters in New York City. The agency began in 1891 with George Batten’s Batten Company, and later in 1928, through a merger of BDO (Barton, Durstine & Osborn) and Batten Co. The agency became BBDO.

“BBDO Worldwide has been named the `Most Awarded Agency Network in the World’ by The Gunn Report for 5 consecutive years beginning 2005. As well, it has won `Network of the Year’ at the Cannes Lions for half a decade. With more than 15,000 employees in 289 offices in 80 countries, it is the largest of three global networks…”
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WHAT HAS BEEN, WILL BE AGAIN: Which brings me to a point I earlier made, in an entirely unrelated subject matter, which is the impeachment complaint against Supreme Court Associate Justice Mariano Del Castillo: nothing is really new under the sun, and if anyone says something, or does anything, all or much of it have already been said or done before, even if no attributions are made. So, why penalize someone who merely repeats what has been said before?