Diary: Aping another's work?

Fresh from seemingly having its work plundered by Bartle Bogle Hegarty (whose recent Audi endline was rather reminiscent of a WCRS BMW spot), it looks like the Engine agency is getting its own back.

But rather than giving BBH a taste of its own medicine, it's the Toronto-based Reason Partners that has seen its work rather closely imitated in a new campaign for Born Free.

WCRS launched the print ads for the conservation charity a few weeks ago, prompting someone at Reason Partners to highlight an out-of-home campaign it created last year to highlight threats to wildlife and which was featured in a number of magazines, including Archive and Advertising Age, blogs and awards shows.

One infuriated agency staffer said: "This is not coincidence. Neither should creative ideas be treated as a commodity."