Brazil's Advertising Agency Association, with the help of copyright lawyers, has launched an Advertising Repository in a bid to stop clients and agencies from hijacking shops' creative concepts.

Explains copyright consultant Antonio Murta Filho: "Ideas can't be protected by law but when it comes to advertising, ideas sometimes take form -- they become scripts or recorded CDs. The advertising market is very fluid; there's no loyalty. That's why ideas can easily be stolen."

The scheme allows agencies to 'deposit' an idea for up to a year; for example, a concept presented in a pitch. Association president Armando Strozenberg, says that 260 ideas have already been deposited for protection.

According to Strozenberg, industry associations in other Latin American nations -- Argentina, Chile, Colombia and Peru among them -- have contacted him with a view to setting up kindred programs.

Data sourced from:; additional content by WARC staff