Icaro Doria, chief creative officer (CCO) and co-president of DM9, has stepped down from his post after the São Paulo-based agency admitted to manipulating case study footage for a Cannes Lions Grand Prix-winning campaign, ADWEEK has confirmed.
The departure comes two days after ADWEEK reported that CNN Brasil filed a formal complaint against DM9 and its client Whirlpool after discovering that a segment of its broadcast was altered using AI and featured in DM9’s Grand Prix-winning case study video for its “Efficient Way to Pay” campaign.
“The decision was made by mutual agreement and marks the end of a cycle that began in 2022, characterized by significant creative achievements and the consolidation of a new chapter for DM9 in the Brazilian market,” the agency said in a statement shared with ADWEEK.
Doria took responsibility for the incident earlier this week, when DM9 publicly acknowledged a “series of errors” in the production and submission of the case study video. The agency apologized and said it was introducing internal safeguards, including the creation of an AI Ethics Committee.
While Cannes Lions confirmed it is investigating the case, it has not revoked the Grand Prix.
DM9 earned 21 Lions at this year’s festival, helping parent network DDB Worldwide reclaim the festival’s prestigious Network of the Year honor.
The agency said it will announce new creative leadership soon.
Doria, who also served as jury president of this year’s Print & Publishing Lions category, previously held creative leadership roles at DDB New York, Arnold, and Hill Holliday.