Cannes Lions 2016: Dentsu JS chairmom Merlee Jayme to speak about mother’s instinct


CANNES – Dentsu Jayme Syfu CEO and Chairmom, Merlee Jayme is taking the Lions Health stage on June 19 at the Cannes Lions International Festival of Creativity.

Her talk, ‘The Science Behind a Mother’s Instinct’ will zero in on the importance of understanding the mommy instinct for health providers, pharmaceutical marketing people and advertising agencies. As the main decision for her family’s health, the talk will highlight how every health and wellness brand should consider her as their primary target market.

She will be showcasing some of the best mother campaigns all over the world that “perfectly touched her instinct.”

Merlee is the first Filipino to be awarded The Creative of the Year for Southeast Asia in the Campaign Asia Pacific Agency of the Year 2013. She is the only woman in the top 20 Creative Directors in Asia, at number 4 in the Campaign Brief Asia Ranking for 2014.

Working as a creative for 25 years, she has also been recognized with The Hall of Fame Award from the Creative Guild of the Philippines, and the New York Festivals Creative Achievement Award. She was also featured as one of CNN’s Leading Women of 2015.

The small shop she founded 10 years ago: DM9 Jayme Syfu, is the Philippines’ no. 1 in last year’s Campaign Brief Asia Ranking and the very first Campaign Asia Pacific Creative Agency of the Year.

Aside from the impressive number of metals from local and international Awards in the past years, ‘the small shop of 33 people’ is known worldwide for Smart Txtbks, the award-winning idea of transforming used SIM cards and old GSM phones into a new kind of textbook for poor schoolchildren.

This idea won for agency and country a string of many ‘first’ awards that include: A Cannes Lion GRAND PRIX for Mobile, a Spikes Grand Prix, a D&AD Pencil, a Gold Andy, a New York Festival Grand Prize and a Grand CLIO.

Reference: Cannes Lions




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