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.”