New York Festivals Advertising Awards: Therese Liboro, Associate Creative Director of Dentsu Jayme Syfu Philippines

 

Therese is an Associate Creative Director at Dentsu Jayme Syfu Philippines. Her work has been recognized in both local and international award shows.

Through the years, she’s handled clients such as Nestle, Coca-Cola, Unilever, Fonterra, Toyota, Yamaha, Ajinomoto, Panasonic and Canon.

When she’s not working, she’s reading a book, binge watching a new series, playing Words with Friends, or enjoying a good medium rare steak.

 

Read more:  https://www.nyfadvertising.com/2019-grand-jury/therese-liboro

 

PHILIPPINES // 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.

She is “Chairmom” and Chief Creative Officer of Dentsu Jayme Syfu and the only woman in the 20 top creative directors in ASIA as reported by Campaign brief Asia.

Under her leadership, Dentsu Jayme Syfu has already been named the 2016 Creative Agency of the Year Philippines by Campaign Asia and the inaugural SPIKES ASIA Country Agency of the Year 2017 and recently, The 4As Agency of the Year Best in Creative 2018.

Her works push Insights and innovation. She has won major awards that include a Cannes Lion Grand Prix for Mobile, Grand CLIO, NYF Grand Awards, D&AD yellow and wood pencils and just last year, a Gold and Silver Lion, a gold CLIO, LIAA and Effies for Green Peace “Dead Whale”. Aside from awards, 2018 has been good for business. She led her agency to win key accounts: The total sparkling portfolio of Coca-Cola, Nestle, Shell fuels and Wyeth.

Merlee is a sought-after international speaker and an opinion leader when it comes to topics close to her heart: From Working Mothers to Harnessing Creativity. Last year, she has given a talk about “Meeting the Momillennials” in Tokyo for Adweek Asia 2018 and has also mentored clients at the Young Marketers Academy in Cannes.

She is CEO of MamaLab- a network of moms from Singapore, Thailand, Taiwan, Indonesia and Japan, to create great ideas that truly understand moms.

One of CNN’s Leading Women, she initiated the #sistergood project in the office to inspire women leadership.

A creative at heart, she wrote and illustrated an inspiring handbook to discover everybody’s creative side “Everyone Can Be Creative”.

Merlee is also a mom to 4 beautiful girls, and an inspiration in breaking the glass ceiling in this mad men’s world.

 

Read more:  https://clios.com/awards/jury

 

BIOGRAPHY

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.

She is ‘‘Chairmom’’ and Chief Creative Officer of Dentsu Jayme Syfu and the only woman in the 20 top creative directors in ASIA as reported by Campaign Brief Asia.

Under her leadership, Dentsu Jayme Syfu has already been named the 2016 Creative Agency of the Year Philippines by Campaign Asia and the inaugural SPIKES ASIA Country Agency of the Year 2017 and recently, The 4As Agency of the Year Best in Creative 2018.

Her works push Insights and innovation. She has won major awards that include a Cannes Lion Grand Prix for Mobile, Grand CLIO, NYF Grand Awards, D&AD yellow and wood pencils and just last June, a Gold and Silver Lion for Outdoor: Green Peace “Dead Whale”.

Merlee is a sought-after international speaker and an opinion leader when it comes to topics close to her heart: From Working Mothers to Harnessing Creativity. This year, she has given a talk about “Meeting the Momillennials” in Tokyo for Adweek Asia 2018 and has also mentored clients at the Young Marketers Academy in Cannes.

She is CEO of MamaLab- a network of moms from Singapore, Thailand, Taiwan, Indonesia and Japan, to create great ideas that truly understand moms. One of CNN’s Leading Women, she initiated the #sistergood project in the office to inspire women leadership.

A creative at heart, she wrote and illustrated an inspiring handbook to discover everybody’s creative side “Everyone Can Be Creative”. Merlee is also a mom to 4 beautiful girls, and an inspiration in breaking the glass ceiling in this mad men’s world.

 

My first question is about your title ‘‘Chairmom’’ and Chief Creative Officer. Why Chairmom and what does it mean? 

The Chairmom position is close to my heart. It reminds me of who I am: a woman leading a family. It’s a title that reminds me of my responsibilities at home and at work.

My role makes sure that I inspire with a strong vision, nurture talent and skills and give advice and guidance to make people grow.

I can be strict at times, and I love to instill discipline, in thinking and in creating. Craziness curated for relevance. I try to teach the value of respect, integrity, and humility. My leadership is fun, fearless and surprisingly simple and efficient.

I dream big for my family and I want everyone to dream with me.

I must admit, that being a real Mom in the industry makes the balancing act of work and family truly tough. I have raised four strong-willed, very creative daughters, while having long hours at work. The guilt always gets to me when thinking! “I should have been in that client presentation or, I should have been in her ballet recital”. Bilocation is one superpower that I wish I had.

 

You won many awards with your “Dead Whale” campaign. Can you tell us how you came up with the idea?

The Philippines is the third largest contributor of plastic wastes in our oceans. The inspiration came from the fact that more and more sea creatures were being washed ashore our coastlines. The problem simply grew so bigger that people no longer bothered to ask why it happened and what could be done to stop it.

The challenge given to us by Greenpeace was to make people see the effects of plastic wastes in our oceans. My team visualized this in the biggest way possible by creating a dead whale.

 

How did you manage to make a dead whale from plastic?

We made it look like a real whale that had been washed ashore. Our objective was to surprise people around the area, and at the same time, raise awareness of the dangers of throwing plastic into the ocean. The location was a beach in Naic, in the province of Cavite, considered as one of the most polluted bodies of water in the country.

We first made a miniature model of the whale. It was our guide to decide the type of plastic materials to use for each part of it and, since the space we had was big enough, we decided it would measure 73 feet.

The texture was tricky. Layers and layers of different plastics were molded to make its body look like it was decomposing.

For the whale’s colours, we decided not to use any paint but the actual colour of the plastic we were using. The blue, black, gray, and white trash bags and strings and straws went to the skin. The twisted white sacks went to the underbelly. The PET bottles were for the teeth. The innards were red net sacks used to pack onions. The trash coming from the mouth consisted of assorted plastic wastes. We stuffed the installation with 60 kilos worth of plastic materials. The whole plastic whale weighed 160 kilos.

 

Regarding your creative leadership, what methods or tips do you use to encourage and get the best out of your creative team and the people that work with you?

As Donald McGannon’s famous line goes “Leadership is action, not position”, I try to lead by example.

I want people to see that no title can prevent me from writing my own scripts and create ideas from scratch, attend shoots, collaborate with directors or even draw my boards. This way I can show them how it’s done, with dedication and hard work without any shortcuts.

However, I will also patiently teach and guide young creatives to think deep for insights, write better, push the art direction in newer ways and challenge ideas whenever I can.

What I have observed is that their ideas are usually great, but the work needs more “heart” for better consumer connection.

Definitely, I could never be a CEO who simply looks at work, gives comments here and there and then hides in a nice big room.

 

You have been in the jury for many awards. What do you think makes a campaign award-worthy? What do you look for when you judge?

I look for a powerful idea, based on a relevant insight, executed with brilliant writing, art direction and excellent craft, garnering the most effective results.

 

You are also the CEO of MamaLab, a network of moms in Singapore to create ideas that understand moms, and you also gave a speech on ‘The Science Behind a Mother’s Instinct’. Do you think moms are often forgotten by brands or creatives when thinking about their ideas for campaigns? Or maybe left apart as a target market?

No one forgets the world’s number one target market. As a mom myself, I know that a mother is a wife, a teen’s best friend, a family’s breadwinner, a CEO, a sister, a household ‘doctor’, a psychiatrist, a teacher and more importantly, the family’s main decision maker. Mothers are a tough target market. Marketers need to truly understand what motivates and inspires mothers of different ages, cultures and personalities. Today, the challenge is to engage with what I call “Momillennials”. These are young mothers who are more difficult to impress and persuade. Being very digital, they research a lot and compare products and practices with other mothers in online communities. MamaLab partners with multinational and local brands and helps uncover the power of mothers and connect with them through genuinely insightful, thoughtful and innovative campaigns that are also cool and fun.

 

Have you thought about what you want your legacy to be? Or how you would like people to remember you?

That relentless woman who used her creativity for humanity.

 

Do you have any favourite quotes, slogan or motto?

Success can never compensate failure at home.

 

Read more: https://www.geretyawards.com/grand-jury-ambassadors/merlee-cruz/

 

The Gerety Awards has launched an all power women line-up for its jury to address the lack of diversity in creative awards shows.

6 prominent women from the Asia have been named on this prestigious jury made up of brave, strong, accomplished agency and brand women leaders from around the world.

On the jury from Asia are: Merlee Cruz-Jayme, Dentsu Jayme Syfu’s Chairmom and Chief Creative Officer (pictured above left), Damisa Ongsiriwattana, Founder/Executive Creative Director, SOUR Thailand (picture above right), Emilie Veillon, Executive Creative Director, JWT/Mirum Vietnam, (pictured below top left), Hansa Wongsiripitack, Vice President, The 1 Strategy & Marketing Central Retail Corporation Limited Thailand (pictured below bottom right), Kainaz Karmakar, CCO. Ogilvy Mumbai (pictured below top right) and Tista Sen, Regional Creative Director, J. Walter Thompson South Asia (pictured below bottom left).

Named after Frances Gerety, the copywriter who coined the slogan “A diamond is forever” for DeBeers in 1948, The Gerety Awards’ creation is designed to provide a global platform for talent and support initiatives that champion diversity in the creative industries.

Executive jury sessions will take place in London, Hamburg, New York, Mumbai, Paris, São Paulo, Stockholm, Beirut, Amsterdam and Sydney

Founders Joe Brooks and Lucía Ongay have more than 20 years combined experience working for advertising awards and believe it is time to do something different, “When we first started talking to key industry leaders about our ideas for the Gerety Awards, we were surprised by the passion and enthusiasm about this concept. This convinced us that what the industry needs now is a new kind of awards show.”

 

Winning a Gerety will stand for the highest creative standards. As times are changing so should our approach to creativity. Our jury will redefine what is traditionally perceived as ‘normal’ for the advertising industry.

At a time when the advertising industry is trying to redefine itself, awards shows also need to redefine their role. This is the philosophy behind the Gerety Awards.

 

Read more:  https://campaignbriefasia.com/2019/02/11/gerety-awards-announces-worlds/

MANILA PHILIPPINES—The biggest gathering of students, young creatives, marketing and creative heads is happening this April 25-26 at CreativeFest 2019. The two-day festival is brought to life by the vision of 4As Creative Guild of the Philippines, an organisation made up of the country’s most respected creatives in the world of advertising.
With executives from the top agencies in the country like Dentsu Jayme SyfuPublicis Jimenez BasicBBDO Guerrero and so much more, the guild has supported Philippine creativity for years and has championed several young creatives to join international competitions to represent the country since its formation more than 30 years ago.
Presently headed by advertising icon Merlee Jayme, Chairmom and CEO of Dentsu Jayme Syfu, this year’s CreativeFest is set to be bigger than ever to celebrate “greatness through creativity”, as Merlee put it when we had the chance to talk to her.
“Creativity touches people’s minds and hearts in the most unforgettable way, through a unique point of view, a different way of seeing things, brilliant ideas [that have] never been done before. We’ve dedicated this event to Creativity because it is the one thing that separates the amazing from the boring, the interesting from the usual, the real trending from the “boosted”. Whether in marketing, advertising, politics, sports, and entertainment, creativity simply rules.”, Merlee shared.
On the list of things to watch out for, according to the President of the Creative Guild of the Philippines herself, attendees should anticipate the following:
  • Fernando’s creative talk
  • Carla Echeverria ‘s virtual reality of being a successful Filipina in Google
  • Budjette’s story on his infamous deal with Netflix
  • Dentsu Tokyo crazy food for the future: The Sushi Teleportation
  • The Women’s journey to the top
  • Top clients discuss creativity with top Creatives
On top of all the astounding work Merlee has done with “the Guild” and Dentsu Jayme Syfu, she also recently joined an all-female power jury for The Gerety Awards, set to make its mark in the advertising world mid-July.
Support creativity and Filipino ingenuity with Merlee and the rest of the Creative Guild of the Philippines, this April at Makati, Shangri-la and grab your tickets here before February 28 to enjoy the early bird promo. Don’t miss out on this year’s two-day CreativeFest and prove that as always, ‘Creativity Rules’.
Full event details here.
Read more:  https://adobomagazine.com/philippine-news/creativefest2019-merlee-jayme-celebrating-greatness-through-creativity-years

 

Dentsu Jayme Syfu Philippines has a taken a novel new approach to redefining women power, launching a social media campaign for Women’s Month that presented how women feel about themselves, in a totally contrasting way.

The campaign includes all 63 female employees at the agency who decided to proudly and unapologetically declare their imperfections on social media. Instead of finding faults, feeling guilty or being ashamed, they proudly embraced them

Two “imperfect and proud” women from the agency were posted every day. One declared her “loud” nature, which simply showed that her “volume” matches her “passion”. While another admitted that her “snobbish” persona was simply her way of trying to be effortlessly cool, and an excuse for her to make small talk with strangers.

“Embracing our imperfect selves make us love ourselves more,” said Dentsu Jayme Syfu’s Chairmom Merlee Jayme.

“In our world of marketing and advertising, sadly women are still stereotyped. Portrayed in “before and after” story lines, women make mistakes and are always told how to improve themselves or their choices. In fact, the old “teacher-learner” formats still exist! They show women acting dumb and looking for someone to enlighten their ways. Or worse, women who are desperately trying to be as perfect as their celebrity influencers. We figured, if we have that feeling of empowerment with our own imperfect selves, then definitely we can re-write our creative future.”

The agency’s previous #sistergood campaign featured women supporting other women to push leadership in the workplace. It dealt with issues from sexual preference to single motherhood. With a commitment to help working moms, it also launched several initiatives that year. Maternity leave was extended and mothers (even fathers) were allowed to bring their children to work.

With this year’s effort, the women of Dentsu Jayme Syfu had just shown the world that they are not all ashamed of their true selves: the “know-it-all”, “difficult”, “tactless”, “bratty” or even “bitchy”. Now that’s imperfect.

 

Read more:  https://brandinginasia.com/novel-approach-to-redefine-women-power/

 

Jollibee, a fast food chain from the Philippines with a cult following around the world, has parodied the Avengers: Endgame poster ahead of the film’s debut in April.

Marvel Studios recently presented 32 new character posters commemorating the surviving Avengers and fallen heroes of Infinity War. Naturally, the internet turned the artworks into memes, but now, even the Filipino chain wants in on the fun.

Perhaps insisting that its fried chicken is the real endgame, Jollibee has rolled out a graphic—in the style of the new Avengers posters—showcasing the headshot of its bee mascot.

“Experience the joy,” the poster reads, referencing the restaurant’s trademark ‘Chicken Joy’ bucket. “In stores nationwide.”

Nervous about what’s in store for the three-hour-long film? Comfort food might be a temporary remedy before Avengers: Endgame kicks off on 26 April across the US.

 

Read more:  https://designtaxi.com/news/404069/Fast-Food-Chain-Jollibee-Creates-Hilarious-Avengers-Endgame-Themed-Poster/#.XJ7WrPZ6p_0.twitter

 

As the advertising industry marks International Women’s Day, The Drum can reveal that just eight of the 100 most award-winning chief creative officers in 2018 were female.

Data from The Big Won study – which aggregates results from all of the world’s major awards competitions – also shows that of last year’s 300 most-awarded chief creative officers, executive creative directors and creative directors, only 39 were women.

The overwhelming dominance of men winning the industry’s top awards brings into sharp focus the inequality that remains prevalent within agency creative departments around the world.

VMLY&R’s Debbi Vandeven, one of the eight female chief creative officers in the top 100, said of the findings: “The gap widens dramatically at senior levels. So it’s not just about building that pipeline of diverse female talent – it’s about building an industry where women can rise to the top and stay there.

“We need continued mentorship from men and women in leadership positions and commitment to putting the real work in, because moving the needle won’t happen overnight.”

Frances Webster, chief executive of New York agency Walrus, added: “The reality is this is a work in progress. As agency leaders we need to make sure we hire the best talent possible and we’re ensuring, especially for female creatives, that we’re creating work environments where they can succeed.”

The lack of equality within creative departments has led some brand owners – including HPGeneral Mills and Mars – to demand diversity proof from their agencies in order to win or retain their business.

In December, The Drum revealed how Diageo’s chief marketing officer, Syl Saller, had written to all the drinks giant’s agencies asking for a breakdown of their diversity and pay-gap statistics.

The figures that came back showed there was a strong representation of women in the leadership teams of its ad agency partners – an average of 47% – but in the creative departments just 30% of women were in the top roles.

“The proportion of women progressing into creative leadership is a real issue in the advertising industry,” Saller said. “I’ll be looking to see this number improve over the coming years and am convinced that greater diversity in creative leadership leads to better output.”

 

Meet the eight female chief creative officers in the top 100

Joyce King Thomas – McCann XBC

Jureeporn Thaidumrong – GREYnJ United

Debbi Vandeven – VMLY&R

Merlee Jayme – Dentsu JaymeSyfu

Monica Moro – McCann Spain

Swati Bhattacharya – FCB Ulka

Liz Taylor – FCB Chicago

Teresa Herd – formerly Intel

 

Read more:  https://www.thedrum.com/news/2019/03/08/only-8-the-100-most-award-winning-chief-creative-officers-are-women

Dentsu Jayme Syfu Philippines has a whole new way of redefining women power. For women’s month, it launched a campaign that presented how women feel about themselves, in a totally contrasting way. All 63 female employees decided to proudly and unapologetically declare their imperfections on social media. It was refreshing to see women, celebrating themselves in the most honest way possible and bravely sharing them. Instead of finding faults, feeling guilty or being ashamed, they proudly embraced them.

 

Two “imperfect and proud” women from the agency were posted every day. One declared her “loud” nature, which simply showed that her “volume” matches her “passion”. While another admitted that her “snobbish” persona was simply her way of trying to be effortlessly cool, and an excuse for her to make small talk with strangers.

Dentsu Jayme Syfu’s Chairmom Merlee Jayme found this timely in the industry saying, “Embracing our imperfect selves make us love ourselves more. In our world of marketing and advertising, sadly women are still stereotyped. Portrayed in “before and after” story lines, women make mistakes and are always told how to improve themselves or their choices. In fact, the old “teacher-learner” formats still exist! They show women acting dumb and looking for someone to enlighten their ways. Or worse, women who are desperately trying to be as perfect as their celebrity influencers. We figured, if we have that feeling of empowerment with our own imperfect selves, then definitely we can re-write our creative future.”

The agency’s previous #sistergood campaign featured women supporting other women to push leadership in the workplace. It dealt with issues from sexual preference to single motherhood. With a commitment to help working moms, it also launched several initiatives that year. Maternity leave was extended and mothers (even fathers) were allowed to bring their children to work.

With this year’s effort, the women of Dentsu Jayme Syfu had just shown the world that they are not all ashamed of their true selves: the “know-it-all”, “difficult”, “tactless”, “bratty” or even “bitchy”. Now that’s imperfect.

 

Read more: 
https://campaignbriefasia.com/2019/03/25/this-month-sistergood-campaign-celebrates-all-the-perfectly-imperfect-women-of-dentsu-jayme-syfu-philippines/



Does the world REALLY need another awards show?  NO. The world REALLY needs a new kind of awards show.

At a time when the advertising industry is trying to redefine itself, awards shows also need to redefine their role. This is the philosophy behind the Gerety Awards.

The creation of the Gerety Awards is designed to provide a global platform for talent and support initiatives that champion diversity in the creative industries.

Judges include accomplished agency and brand leaders, from around the world, and their sessions will take place in London, Hamburg, New York, Mumbai, Paris, São Paulo, Stockholm, Beirut, Amsterdam and Sydney

The Gerety Award is a prize that current and future clients will want agencies to win.

The confirmed jury includes: Rosie Arnold, former CCO, AMV BBDOSusan Credle, Global CCO, FCBNunu Ntshingila, Regional Director, Facebook AfricaMerlee Cruz-Jayme “Chairmom” and Chief Creative Officer, Dentsu Jayme Syfu.

Two persons responsible for the launch of this unique initiative in the creative industries are Joe Brooks and Lucía Ongay, who have more than 20 years combined experience working for advertising awards.

The awards were born out of the belief that it is time to do something different: “When we first started talking to key industry leaders about our ideas for the Gerety Awards, we were surprised by the passion and enthusiasm about this concept. This convinced us that what the industry needs now is a new kind of awards show,” Lucia and Joe said on the occasion.

“Winning a Gerety will stand for the highest creative standards. As times are changing so should our approach to creativity. Our jury will redefine what is traditionally perceived as ‘normal’ for the advertising industry,” they added.

Named for Frances Gerety, the copywriter who coined the slogan “A diamond is forever,” the Gerety Awards recognises global talent, mentors and allies within advertising—the people who will define and refine the standard to which advertising should be held.

“With this commitment, Gerety Awards will ensure advertising is held to account and meets the standards clients expect. An awards show should be a focus group of advertising at its best; what better focus group than the Gerety Jury?” the organizers concluded.

The inaugural Gerety Awards are now open for entries. You can find out more about the awards at www.geretyawards.com. Also, you can follow the Gerety Awards on TwitterFacebook and Instagram.

Partners of the awards include Thoughtbubble and TipsTank


Read more at: https://www.media-marketing.com/en/news/gerety-awards-a-new-kind-of-awards-show-that-will-define-and-refine-the-industry-of-tomorrow/

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