Icaro Doria, chief inventive officer (CCO) and co-president of DM9, has stepped down from his put up after the São Paulo-based company admitted to manipulating case examine footage for a Cannes Lions Grand Prix-winning marketing campaign, ADWEEK has confirmed.
The departure comes two days after ADWEEK reported that CNN Brasil filed a proper criticism in opposition to DM9 and its consumer Whirlpool after discovering {that a} section of its broadcast was altered utilizing AI and featured in DM9’s Grand Prix-winning case examine video for its “Environment friendly Technique to Pay” marketing campaign.
“The choice was made by mutual settlement and marks the tip of a cycle that started in 2022, characterised by vital inventive achievements and the consolidation of a brand new chapter for DM9 within the Brazilian market,” the company mentioned in a press release shared with ADWEEK.
Doria took duty for the incident earlier this week, when DM9 publicly acknowledged a “sequence of errors” within the manufacturing and submission of the case examine video. The company apologized and mentioned it was introducing inside safeguards, together with the creation of an AI Ethics Committee.
Whereas Cannes Lions confirmed it’s investigating the case, it has not revoked the Grand Prix.
DM9 earned 21 Lions at this 12 months’s competition, serving to father or mother community DDB Worldwide reclaim the competition’s prestigious Community of the Yr honor.
The company mentioned it can announce new inventive management quickly.
Doria, who additionally served as jury president of this 12 months’s Print & Publishing Lions class, beforehand held inventive management roles at DDB New York, Arnold, and Hill Holliday.
