By Vernon Velasco
GOING every which way and in a concerted effort to push the creative envelop even farther, Dentsu Aegis Network and JaymeSyfu have merged, executives announced on Wednesday.
The fusion is seen to establish a “creative lighthouse in Manila,” “a high-quality and creative-led and -scaled agency in the country, which has a potential to make an even-bigger regional and global creative footprint.”
Dentsu’s commitment to the Philippines, the sixth-largest advertising market in the Asia Pacific, is what spurred the union, with the country’s top-of-the-line “creative” in the industry.
None less than what was formerly known as DM9 JaymeSyfu embodies Dentsu’s ”Innovating the Way Brands are Built” mantra, and would provide an unprecedented fillip to the network’s constant pursuit for creative excellence.
The merger, that is now Dentsu JaymeSyfu, is integrated to Dentsu Aegis Network ensemble of nine global network brands of media, and digital and creative communications services. “[Creatives] in JaymeSyfu enjoy both local and international recognition and respect, and have built a company that represents the many values that Dentsu Aegis Network stands for: Innovation, its being a pioneer and ambition,” said Dick van Motman, chairman and CEO of Dentsu Aegis Network Southeast Asia.
DM9 JaymeSyfu was top-billed “Fifth Hottest Creative Agency in Asia” by Campaign Asia in 2014, and its so-called chairmom and chief creative officer, Merlee Jayme, was named fifth-highest awarded creative director in Asia. Under the helm of Jayme, who is ranked No. 4 and the sole woman in the Top 20 Creative Directors in Asia in Campaign Brief Asia’s ranking for 2014, the agency also garnered the Agency of the Year Award in the Philippines in the succeeding year.
Jayme, together with DM9 JaymeSyfu Chief Client Relations Officer Alex Syfu and General Manager Ronald Barreiro, will carry on the seminal success of the 10-year agency to lead Dentsu JaymeSyfu, integrating its brand of advertising and digital capabilities with Dentsu Digit and digital-activation Dentsu DNA. Meanwhile, Managing Director Carlo Ople will lead the highly awarded local digital agency, Digit.