Emily Tan
Feb 5, 2016

Unilever Philippines chooses newly formed Dentsu JaymeSyfu

MANILA - Unilever Philippines has appointed Dentsu JaymeSyfu as creative agency for seven of its brands and digital agency for an additional six brands, following a 'fiercely contested' pitch.

The pitch team from Dentsu JaymeSyfu
The pitch team from Dentsu JaymeSyfu

This is the first piece of business that agency has won since it ended its relationship with DDB and sold a majority stake to Dentsu Aegis Network in mid-December. 

The pitch was announced just after the acquisition was completed and involved a list of 'club agencies' and several local digital agencies. All in all, there were two pitches: an above-the-line pitch and a digital one. 

Dentsu JaymeSyfu disclosed that it decided to pitch as a single unit (instead of at two separate pitches) to show its integration. 

"Our strength in integration is key in working successfully with all the brands," said Merlee Cruz-Jayme, CEO and chairmom at Dentsu JaymeSyfu, crediting the agency's merger. 

Starting in the second quarter of the year, Dentsu JaymeSyfu will handle creative duties for Creamsilk, Surf, Breeze, Domex, Sunlight, Cif, and the homecare portal Cleanipedia.

Dentsu Digit, led by managing director Carlo Ople, won digital AOR for all the brands listed above and an additional six brands: Master, Axe, Eskinol, Block and White, Selecta ice cream, and Magnum.

Dennis Perez, head of media at Unilever Philippines, said he was looking forward to working with the agency thanks to its quality of creative thinking, original insights and innovative execution. 

Dentsu has decided to strategically invest in the Phillippines, said Takaki Hibino, APAC CEO for Dentsu brand agencies and Dentsu media Asia-Pacific (excluding Japan). "To see these strategies come to life and materialize into significant wins is the perfect example of the good innovation that we aim for.”

Dentsu JaymeSyfu declined to disclose the incumbent agencies working on the brands.


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