Hotel Indigo, a boutique hotel brand under InterContinental Hotels & Resorts (IHG), has lifted an artistâs work without permission.Â The hotel then reproduced and used the artwork as part of the hotelâs marketing messages, to the dismay of the artworkâs creator Richard Lee Xin Li, an architect and illustrator.
Lee stumbled on his uncredited artwork via The Shutterwhale, a lifestyle blog that claims to independently review âhotels, loyalty points and travelâ.
According to Lee, he was contacted by Master Contract Services but there was nothing conclusive agreed upon and that âthe contact has not been contactable due certain reasons givenâ.
While IHG is the operator of the hotel, the key parties are the developer, Eco-id and Master Contract Services. Lee believed that âIHG is quite likely, an innocent party in this incident.â The images bearing Lee’s artwork has since been removed from IHG’s site.
Further, IHG vice-president of operations in Southeast Asia Leanne Harwood told The Straits Times: “We understand that in the artist’s impression of the mock-up room for the hotel, imagery by local artist Richard Lee was unknowingly used. The owner has reached out to him with apologies and further discussions will be held to ascertain next steps.”
According to Formul8 managing director, Fiona Bartholomeusz, such instances of reproduced or uncredited art is becoming increasingly prevalent.
She said that while the reproductions may not reflect blatant copying, some do take creative liberties in changing one or two aspects of an original artwork just enough to âcreateâ a new concept. âBetter yet, you get clients who tell you that their idea (which you proposed to them) was coincidentally something they thought of before they met your agency!â
âIn practice, we all know that some pitches are rigged, i.e. the client knows who they want to work with and just need to fulfill some numbers for transparency. It also means that they do pick up ideas from other agencies they know they wonât be hiring. Intellectual property sadly doesnât hold sway with regards to a great idea.â
Are there any creative rights at all?
To better âprotectâ oneâs creativity, notwithstanding the legal rights that should be automatically conferred to it, Bartholomeusz advised creatives to âvet who you court and what you pitch forâ.
She also called for the need to dispense “polite reminders” about IP rights to clients and prospective clients alike.
Frankly, there is very little agencies can do and we donât really have legal protection or a governing body that protects our rights. It boils down to working with the people you know and trust.
Meanwhile, Shaun Sho, creative directorÂ of Neighbor, said there could be a miscommunication issue between Hotel Indigo and Lee where the hotel did not inform the illustrator that his work was used in the mock-up stage.
However, since the image was used for the hotel’sÂ publicity and marketing messages, it was likely an infringement issue more so than an incidental occurrence.
âFor Neighbor, when we present ads and use images created by another photographer for a presentation, we would inform the clients to let them know of the copyrights of the items included at the presentation stage.â
Still, Sho agreed that some clients are prone to recycling designs created for work commissioned for previous years. He said that to re-use such work, clients should extend the professional courtesy of letting the agency know in advance, as the latter has the right to charge them extra for any additional year of using their original or adapted designs.
Sho highlighted that while many clients are aware of the IP rights associated with artworks, not all would be open to negotiating fairly for original artworks.
âThis case may cause a minor glitch for IHG. In my view, it was probably a miscommunication in which the parties can take a more proactive approach to settle it with the illustrator, that helps to settle the matter in amicable manner.â
On the other hand, Bartholomeusz said while it was an embarrassing situation for a global brand, the guilty party would most likely be reproved with a minorÂ slap on the wrist.
“Theyâll probably settle by paying the artist a small amount and in a few weeks it will all be forgotten. Remember the incident about a government agency that ripped off a small agencyâs creatives and re-used it with minor design tweaks the next year and didnât pay the agency?”
Unfortunately there will always be another sucker waiting to pick up the business. All this means is that we are killing the industry by promoting and encouraging bad behavior. In many ways, we only have ourselves to blame.