The appointment was made last month after a three-way pitch called in September. The one-year contract will see the digital subsidiary of DDB DM9 JaymeSyfu handling brands including Clean and Clear, Carefree, Listerine and Splenda, as well as the client's OTC portfolio, which includes Bactidol, Benadryl, Sinutab and Imodium.
Carlo Ople, managing director and partner at Di9it, admitted that Johnson & Johnson was one of the hardest accounts to crack, but credited the integration between Di9it and DM9 JaymeSyfu for the win
Eugene Demata, executive creative director at Di9it, agreed. “Having both creative teams work on the brief allowed us to channel decades of traditional advertising experience effectively into the digital space,” he said.
Di9it launched early this year to strengthen DDB DM9 JaymeSyfu's digital offerings, and since then it has been led by Ople. DDB DM9 JaymeSyfu won Campaign Asia-Pacific's Philippines Creative Agency of the Year in 2012 and brought home the country's first-ever Cannes Grand Prix this year, for its TXTBKS campaign for telco company Smart Communications.
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