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Marketing Featured Southeast Asia

Dentsu announces new wave of leaders in the Philippines

Manila, Philippines – Global advertising network Dentsu has announced the new wave of leaders in the Philippines, namely Jerry Hizon as chief creative officer for Dentsu Jayme Syfu and Dentsu One Manila, Elyse Bella as managing director of Dentsu Jayme Syfu, and Edg Samson as managing director of Dentsu One Manila.

Prior to his role expansion, Hizon previously led the transformation of the Dentsu One Manila creative team as its chief creative officer. He has also worked on Nissin Ramen, Dole Philippines and Seaoil and went on to win various awards and citations for their brands.

Ronald Barreiro, CEO of creative service at dentsu Philippines, said, “Jerry’s passion for excellence makes him the perfect choice for this leadership position. I’ve worked with him for 13 years and have seen how he has continued to elevate and evolve the creativity we do on behalf of our clients. Jerry has been heavily involved in the development of our next-gen creative leaders and the culture of excellence that we have imbibed in our leaders at dentsu has aptly prepared him for this career milestone.”

Meanwhile, Bella will oversee business transformation at dentsu. She has been a long-time dentsu account lead, directly overseeing its major Japanese accounts including Ajinomoto, Yamaha, and Glico. She was instrumental in leading the agency’s new business wins for Shell and Mang Inasal.

“Known as the agency’s resident “Tiger Mom”, Elyse is a tenacious and dedicated business leader who continuously provides comprehensive solutions for our clients. Having run the most profitable business unit in Dentsu Jayme Syfu for six consecutive years, Elyse will partner with brands to achieve meaningful progress for growth with innovative ideas and solutions and help businesses move forward,” Barreiro stated.

Lastly, Samsom has played a critical role in a number of dentsu Philippines’ most notable business wins, including a part of the team that won the Coca-Cola account. He has overseen top accounts including Jollibee, Unilever, and Wyeth.

Alex Syfu, chief advisor at dentsu Philippines, commented, “Edg is a true business leader who thrives in challenging work situations because of his calm and collected demeanour. With a solid track record and his strong affinity with our people, Edg is the perfect person to lead Dentsu One Manila to its next phase of growth.”

Barreiro was appointed as the new CEO of dentsu Philippines’ creative service line in October 2021, following the promotion back then of Merlee Jayme to the role of chief creative officer for Asia-Pacific at dentsu. Jayme has since stepped down from dentsu after serving with the company for six years.

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Marketing Featured Southeast Asia

Dentsu One Manila bags Unilab’s flagship brands for 2022

Manila, Philippines – Dentsu’s digital-led arm in the Philippines, Dentsu One Manila, has announced its continuous winning streak in business for 2022.

The agency has recently won the pitch for the flagship brands of leading pharmaceutical firm Unilab – Conzace and Solmux. 

Aside from the pharma firm’s brands, the manila arm has also announced that it has acquired the accounts of major brands – fast-food giant Chowking’s biggest premium milk tea brand – Milksha, and also winning new assignments from Honda Cars and Honda Bikes.

Merlee Jayme, Dentsu’s chairman of creative businesses for the Philippines, commented, “Like I said before, nothing will stop us from doing our best for our clients. All you need are big insights, great work, digital knowledge, and the drive – that’s what the young Dentsu One Manila is known for.”

In 2021, Dentsu One Manila has won several awards and new businesses, including an award for Ginebra’s campaign, ‘Ginebra Frontliner Labels’, as well as effectiveness awards for Ginebra’s thematic campaigns, Nissin Ramen ASMR, and CDO Idol Cheesedog.

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Marketing Featured Southeast Asia

dentsu appoints Ronald Barreiro as CEO of dentsu PH’s creative service line

Manila, Philippines – Global media and digital marketing agency dentsu International has appointed Ronald Barreiro as the CEO of dentsu Philippines’ creative service line, where he will be overseeing the operations of two creative agency brands, namely dentsu Jayme Syfu and dentsu One Manila.

The appointment follows after dentsu has promoted Merlee Jayme, former chairmom at dentsu Jayme Syfu, to the role of chief creative officer for Asia-Pacific at dentsu.

Barreiro was previously the managing partner and general manager at dentsu Jayme Syfu. His journey in the agency started in 2009, when he first joined DM9 Jayme Syfu as general manager and was instrumental in setting up dentsu Jayme Syfu in 2016, after it was acquired by dentsu.

His career started out as an account executive in Basic/FCB in 1992 under the guidance of advertising veterans, Tony Mercado and Minyong Ordonez. He then moved on to become account management lead in agencies like Publicis-AMA and Publicis Manila, before joining DM9 Jayme Syfu as its general manager.

Commenting on Barreiro’s appointment, Jayme said, “He partners with clients to push business growth, collaborates with strategists to explore deeper insights and newer perspectives, supports creatives with their fresh and brave ideas, and helps everyone survive the difficulties of our work experience today with empathy and care programs. This is a well-deserved promotion and I look forward to continuing working with him closely and driving the next chapter of growth.”

Vital to the succession planning, Alex Syfu will also be separately appointed as chief advisor of dentsu Jayme Syfu, effective January 2022. Alex transitioned to this new role after partnering with Merlee Jayme in 2005 to form the Jayme Syfu group. He remains committed to key clients in the agency in his new role and will continue to support Ronald in steering the agency to new heights.

“His business acumen has helped the agency grow through the years, coupled with his good rapport with clients. He makes people feel that work should be fun but when it comes to numbers, that’s when he means business. With him heading the dentsu creative agencies in the Philippines, I have no doubt that Ronald will be taking the dentsu brand to a higher level of excellence. My respect and admiration for this gentleman,” Syfu added, regarding Barreiro’s appointment.

Barreiro stated, “We will remain to be their partner for innovative solutions and they can count on both dentsu Jayme Syfu and dentsu One Manila to be their allies for idea-led, data-driven and tech-enabled initiatives. To my agency colleagues, I promise to take care of you like family as we go through our trials and triumphs.”