On May 22, a topic of “Audi Xiaoman advertisement accused of plagiarism” pushed Audi to the forefront of public opinion.
Red Star capital Bureau noted that the supplier of Audi’s advertising this time is M & C Saatchi, which is not the well-known “4A” advertising company Saatchi & Saatchi. Shengshi Great Wall also posted a microblog at noon on the 22nd, saying that M & C Saatchi had nothing to do with itp align=”center” style=”text-align:left;”> “Shanzhai 4A” company
supplier is not a subsidiary of Publicis group
Red Star capital Bureau noted that after Audi issued the statement, many netizens mistakenly thought that M & C Saatchi Shangsi advertising was related to Saatchi & Saatchi, a subsidiary of Publicis group.
At noon on May 22, the official microblog of “Shengshi Great Wall China” said that M & C Saatchi Shangsi advertising is not a subsidiary of Publicis group. It has nothing to do with Publicis group or Saatchi & Saatchi.
According to public data, Shengshi Great Wall China is subordinate to Publicis group, the third largest communication group in the world. Founded in 1970 and headquartered in New York, it has 161 branches in 91 countries and regions around the world and more than 7000 employees. It is a “4A company” (a member company of the American Advertising Association) well known in the advertising circle. In 1992, Shengshi Great Wall International Advertising entered China. It is also the first international advertising company to enter China.
M & C Saatchi (Shangsi advertising), the creative agency mentioned in Audi’s statement, is a holding company headquartered in the UK, founded by the advertising legend Saatchi brothers, and has been listed on the London stock exchange with the stock code SAA UK。
The company provides advertising and marketing services through branch operations in about 20 countries and regions. According to the Beijing Daily, Shangsi China’s offices are located in Shanghai and Hong Kong and are jointly operated by creators and brand managers.
According to public information, M & C Saatchi’s agent in China is Shangsi advertising (Shanghai) Co., Ltd. tianyancha app shows that it was established in September 2002 and its main business scope is to design, produce, publish and act as an agent for all kinds of advertisements outside China. According to the official website, it has a number of well-known enterprise customers, including Byd Company Limited(002594) ( Byd Company Limited(002594) . SZ), SAIC General Motors finance, Master Kang, Baojun automobile, Porsche and so onp align=”center” style=”text-align:left;”> Shangsi advertising apology p align = “center” style = “text align: left;” official website is no longer accessible
At about 14:00 on May 22, in response to the plagiarism of Audi advertising, the creative agent Shangsi advertising issued a statement saying that because of the weak copyright awareness of the team, directly used the content of the Chinese video case about “Xiaoman” by the Tiktok blogger Beida man, apologized to the original author and promised to do its best to make up for the loss to the original author
The statement said that the Audi service team of Shangsi advertising company is the video development team of Audi xiaomanpian brand. In the process of video content development, due to the weak copyright awareness of the team, without communicating with the copyright owner, it directly used the content of the Chinese video case about “Xiaoman” by Tiktok Blogger, brother man of Peking University, which has brought great inconvenience and trouble to Mr. Liu Dehua, brother man of Peking University and Audi brand of FAW. We apologize, He sincerely apologized to the original author and promised to do his best to make up for the loss to the original author. The company promises to respect and protect the rights and interests of original authors in advertising creation and strictly prevent this from happening.
Earlier on the 22nd, Audi issued an apology statement on the advertising plagiarism incident, and said that the video was submitted and executed by the creative agency M & C Saatchi, and the company has instructed it to deal with the infringement of the involved copy as soon as possible.
According to interface news, in 2019, M & C Saatchi was also involved in personnel unrest and financial fraud. Co founder Maurice Saatchi left with three senior executives, and the company’s CEO, Executive Creative Director and chief strategy officer were also “voluntarily dismissed”.
On the afternoon of the 22nd, red star capital Bureau noted that M & C Saatchi China’s official website had shown “upgrading” and was now inaccessible.
