DM9 São Paulo Co-President and CCO Icaro Doria steps down following Cannes Lions controversy

As reported by Adweek, Icaro Doria, Co-President and Chief Creative Officer of Brazilian agency DM9, part of Omnicom’s DDB network, has stepped down in the wake of controversy surrounding its Cannes Lions Grand Prix-winning campaign ‘Efficient Way to Pay’ for Whirlpool-owned Consul Appliances.

The campaign, which won the Creative Data Grand Prix at the 2025 Cannes Lions International Festival of Creativity, has come under scrutiny for allegedly using AI-manipulated footage from a CNN Brasil broadcast without authorisation. CNN Brasil filed a formal complaint against DM9 and Whirlpool, though it would take no further action after DM9 publicly apologised for the incident.

DM9 acknowledged “a series of errors” in the production and submission of the case video. The agency announced the implementation of new safeguards, including reinforcing internal processes and forming an AI Ethics Committee comprising external and independent members to oversee its responsible use.

Despite the controversy, DM9 secured 21 Lions at the festival, including five Golds and seven Silvers, contributing to parent network DDB Worldwide being named Cannes Lions Network of the Year for 2025.

Campaign Brief has reached out to Cannes Lions for clarification on whether the Grand Prix will be revoked and, if so, whether such a decision would impact DDB’s standing as the 2025 Cannes Lion Network of the Year.

Want to leave a comment? Share your thoughts in the comments box below, making sure to include your full name and email address.