They stole our Pocky!

Instagram post claiming credit for the Share Happiness Tour - Dent's work.

We are currently witnessing the most outrageous act of credit stealing any of us have ever seen. It's unbelievable.

Unfair credit-taking isn't new. Whether on a LinkedIn profile, in a creative portfolio, or even in a meeting. Itt happens.

But this one is a doozy. A new low in credit stealing.

We recently learned that another Los Angeles area agency is claiming a campaign we concepted and executed was their work. They present it as a case study on their website, in PR, social media and now their newest 2026 sizzle reel. Oh, and featuring our staff.

And apparently, they’ve been doing it for years.

We, Dent, created and executed the Pocky Share Happiness Tour in 2013. It ran through 2017. We conceived it. We produced it. We executed it. We have the contracts, design sketches, presentation decks, behind-the-scenes photos, tour videos, health permits...everything.

The Miller Group started showing this campaign as their work on their website starting in 2021, four years after the campaign ended. We know because the internet archive WayBackMachine shows it in the 2021 version of their website. They have our Pocky work posted in AdForum.com with a 2023 date.

And in 2026 they’re still showing our work as theirs. On their current website. In their case studies. And now their 2026 Sizzle Reel.

There's no evidence we could find showing any work they did themselves. Not even a social media post. It’s all our work. Our images from our events.

Unbelievable.

At this point you might ask, “Why didn't you say something before?”

Well, we accidentally discovered it earlier this year when searching for recent Pocky marketing. We were curious what they've been up to lately. At the time we’d never even heard of The Miller Group. We don’t pitch new business, so we don’t really look at other agencies’ marketing materials. We stay in our lane. (And only show our work.) 

Perhaps the good news is that no one ever brought it to our attention, because, well, maybe no one we know saw it? Or maybe they didn't want to say anything. Who knows?

Anyhow, at this point we’re wondering, what should we do?

Our first reaction was through-the-roof rage. Who TF does that? Who takes credit for another agency’s work like that? Why do that? Is your own portfolio of work that pitiful?

By the way, we assume the Miller Group did some work for Pocky at some point. They don't have any work on their website except ours, so who knows? But maybe they did?

Anyhow, what should we do?

Some say go straight to lawyers. Cease and desist. Sue. Lanham Act violation - which is ironic, charging an ad agency with false advertising.

Public shaming? Like this? OK, for now. It's something.

Or maybe just call Founder and Credit Stealer in Chief Renee Miller and talk?

Nah. She of all people knows what they put on their website was not theirs.

So, what's the point of calling? They will probably just take down what they can, leaving the PR and other stuff out there. Besides, where does that leave us?

They've had this out there for years. How many clients and other agency folk have seen that? How many new business pitches did our work help them win? 

What about us? The Miller Group takes credit for Dent's work for years, so why shouldn't we set the record straight for years?

This was not an accident. It was not a rogue employee. This is in their current agency credentials including their newest sizzle reel.

So, we're still trying to figure this one out. We’re open to ideas. 

But only if they're your own. 😉