Dentsu Jayme Syfu corners Nestle Cerelac business in Southeast Asia

MANILA – With a strong expertise on the world’s favorite target market — Mothers — it was only a matter of time before Nestle invites Dentsu Jayme Syfu (DJS) to pitch for their brands.

The digital agency that launched award-winning insightful campaigns for Breeze — “The Good Experiment” and Anmum — “The 9-month Date”, first won the Nestle Cerelac local business last December pitted against Publicis One and Nuworks.

Fresh from the win, the local Cerelac brand team invited them to join the international pitch last January.

Nestle Cerelac South East Asia’s pitch was for their 2018 campaign and invited agencies across three countries: Philippines, Indonesia and Thailand.

DJS’s Chairmom and Chief Creative Officer Merlee Jayme on leading her team said, “As Moms ourselves, we simply latched on relevant Mommy insights and ideas that cut through cultures. We also showed a very strong network collaboration with the help of our colleagues in Dentsu Indonesia”.

Jayme also heads Asia Pacific’s first “for Moms by Moms” marketing network called MamaLab based in Singapore.

Ronald Barreiro, DJS’s Managing Partner and General Manager shared his delight on the win, “I handled Nestle for 8 years in my past life and this victory feels like coming home”.

The winning team includes Gogie Sinson, Therese Liboro, Val Villaflor, Yani Gabriel, Strategy: Ez Abero for Creative; Ronald Barreiro, Elyse Bella for Account; Tobiel Castaneda for Social and Dentsu Indonesia’s Shubhabrata Sarkar and Elisabeth Natalia.

The Philippine public relations (PR) industry’s most coveted recognition, the Anvil Awards has recognized Vistaland and Lifescape Inc. a GOLD Award for the Public Relations Tools Multimedia Digital Online Video category. This was for Camella Homes’ tribute to OFWs on National Heroes’ Day with films based on real stories “Norma & Carding” created by the award-winning creative agency Dentsu Jayme Syfu.

In the Philippines, working abroad for better opportunities seems to be a solution for many Filipino families. With poverty as the main reason, millions known as Overseas Filipino Workers (OFWs) are deployed mostly in the Middle East and Southeast Asia. They work as household workers, manufacturing laborers, waiters, to domestic helpers, nurses, seamen, and engineers.

For years, they are separated from their families. Marital problems usually abound and children grow up with absent parents. The sacrifice of earning to give their families’ better lives, truly come with a price. Thus on National Heroes’ Day, it was only fitting that they are recognized as modern day Filipino Heroes.

Camella Homes, the country’s largest homebuilder, celebrate these heroes. With an OFW as the first resident back in 1975, they have a strong affinity in welcoming them back as they try to rebuild their lives and enjoy the fruits of their labor.

Client: Vista Land
Creative Team: Merlee Jayme, Valerie Villaflor, Renzo Valmonte
Accounts team: Ronald Barreiro, Ina Villegas
Producer: Butch Tayao
Production House : Straightshooters
Director: JA Tadena
Music: Kahlil Refuerza
Lyrics: Merlee Jayme


PATTAYA – Dentsu Jayme Syfu raked in three Golds and one Silver at the first night of the Lotus Awards at the 2018 ADFEST.

The agency’s “Dead Whale” installation for Refuse Plastic/Greenpeace Philippines added more metals under its belt with:

Design Lotus: Exhibitions, Events & Public Environment – Silver
Direct: Best Use of Direct Ambient – Large Scale – Gold
Outdoor: Guerilla Marketing – Gold
Outdoor: Ambient – Large Scale – Gold


NEW YORK – Dead Whale, a Refuse Plastic campaign created by Dentsu Jayme Syfu for Greenpeace Philippines won Best of Show, Green Award, and Platinum Award APAC in the 2018 AME Awards.

AME Awards® has honored the World’s Best Advertising & Marketing Effectiveness™ since 1994. To earn a coveted AME medallion, an entry must demonstrate groundbreaking solutions to challenging marketing problems and exhibit specific marketing goals and objectives accomplished through creative execution and strategic planning. An international panel of top interactive and multidisciplinary marketers, media planners, strategy directors, social media experts, and creative directors judge the entries from around the world.

Dead Whale has also been recognized by Spikes Festival Awards 2017, and the Ad Summit’s Kidlat Awards, and is currently shortlisted for the Effie Awards, Asia Pacific 2018 and the Adfest 2018.

Team Credits:

Client: Greenpeace Philippines: Exec. Director: Yeb Sano; Oceans Campaigner: Vince Cinches; Media Campaigner: Angelica Pago

Agency: Dentsu Jayme Syfu: CCO and Chairmom, Merlee Jayme; Creative Director: Biboy Royong; Copywriter: Soleil Badenhop; Art Director: Blane Rosales; Production Coordinator: Sheila Villanueva; Business Unit Director: Julia Pronstroller Gallardo; Social Media Manager: Tabbi Tomas

Production: Photographer: Ruben Hamahiga Dela Cruz; Butch Garcia / Etnikolor

Post-production: Greenroom Inc.: Executive Producer: Franny Omampo; Producer: Lester Parulan; Post-Producer: JP Campos; Editors/Artists: Erin Hipolito, Jaymar Carinan, Berto Abenido; 3D Animation: Underground Logic; Managing Director: Adrian Tecson; Head of Creative Operations: Paolo Morato; Senior Colorist: Leslie Tan; 3D Artist/Animator/Generalist/VFX Supervisor: Wayne Dayauon; Renderer: Russ Galicia

Audio House: HIT Productions: Audio Engineer: Glenn Mariano; Music Arranger: Teddy Katigbak; Media Campaigner: Angelica Pago


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© 2019 Dentsu Jayme Syfu.