You Can Copy the Work, But You’ll Never Own the Spirit

By Nizwani Shahar, CEO, Havas Malaysia

Over the past week, our industry has faced some painful truths. Not one, but two high-profile cases have surfaced raising serious questions about how we value creativity, originality, and respect in the work we put out into the world.

First, the glaring copy of a UK out-of-home campaign by a local homegrown brand. Then, a national embarrassment – serious allegations of concept theft tied to our national pavilion at Osaka Expo 2025.

Different cases, but the same root issue: A disregard for creativity, and a dismissal of the people behind it. And when creativity isn’t respected, everyone loses. The client. The agency. The brand. The country.

As someone who has spent a career fighting for ideas, I find myself reflecting: How do we raise the standard when those entrusted to protect it fall short?

Let’s be clear – creativity is not free.

Creativity is not a commodity nor is it a concept you can lift off a deck. It is not a template. It is time, talent, intuition, and experience made real. When brands, agencies, or institutions copy without credit or compensation, they don’t just steal the output – they erode the trust that makes great work possible.

There will always be some who think it’s easier to take than to create. But what they fail to realise is: You can copy the work, but you can never own the spirit behind it. The spirit of sleepless nights, impassioned debates, fragile first drafts, and relentless revisions cannot be stolen. It can only be earned.

Today, I want to thank the many clients – and there are many – who do treat creativity with the respect it deserves. Who know that great work is a partnership, not a transaction. Who believe in the power of originality to move hearts, businesses, and even nations.

To the few who still believe it’s just easier to “borrow”, I hope you ask yourself: If you’re proud of what you’ve built, why would you need someone else’s blueprint to stand tall?

And as for me? 4As Council Member or not, I will keep standing up for what is right. Because leadership doesn’t come from being appointed. It comes from what you choose to protect and serve.

I would love to hear your thoughts. If we are not in a 4As Council who can influence and push for legislation and governance, how do we protect the heart of creativity in a world that moves faster than credit can catch up?