Unilever Philippines Appoints Dentsu JaymeSyfu to Lead Digital Duties

Dentsu JaymeSyfu Pitch Team Unilever
Dentsu JaymeSyfu Pitch Team

Dentsu JaymeSyfu, a Dentsu Aegis Network brand in the Philippines, has come out on top in a fiercely contested lead creative and digital AOR pitch by winning lead and digital services for Unilever Philippines, which includes thirteen brands for their local business.

Effective the second quarter of 2016, Dentsu JaymeSyfu will handle the lead creative duties for the following brands homecare and personal care divisions: Creamsilk, Surf, Breeze, Domex, Sunlight, Cif, and the homecare portal Cleanipedia. Dentsu Digit led by Managing Director Carlo Ople, won digital AOR for all the brands listed above and additional six brands including: Master, Axe, Eskinol, Block and White, Selecta ice cream, and Magnum.

“What a way to welcome the New Year. I could not believe that the two biggest Unilever brands were given to us, plus a lot more.”


“We are looking forward to an exciting Unilever-Dentsu JaymeSyfu partnership, especially to crafting pioneering, ground-breaking and potentially award winning campaigns for some of our most important brands,” said Dennis Perez, Head of Media at Unilever Philippines.

“Dentsu JaymeSyfu’s quality in creative thinking, original insights and innovative execution are promising ingredients for a fruitful collaboration.” 

Merlee Cruz-Jayme, CEO and Chairmom at Dentsu JaymeSyfu expressed her elation with the appointment. 

“What a way to welcome the New Year. I could not believe that the two biggest Unilever brands were given to us, plus a lot more. This huge responsibility is perfect with our new agency merger. Our strength in integration is key in working successfully with all the brands.”

Dentsu JaymeSyfu Team

Dentsu JaymeSyfu Team

“We were always expecting magic when we brought Dentsu and JaymeSyfu together. That things are accelerating so fast is a clear testimony that significant international clients are also rightfully buying into this proposition,”said Dick van Motman, Chairman and CEO, Dentsu Aegis Network for Southeast Asia.

“When we embarked on this process, I said that in this case one plus one equals three – and even though the year is still young, I’m happy to note that we are on the right track in this important market.”

“I couldn’t think of better news to kick off this important year for Dentsu in Asia Pacific,” concluded Takaki Hibino, APAC Chief Executive Officer for Dentsu Brand Agencies and Dentsu media Asia Pacific outside Japan.

“The Philippines is one of the markets that we have strategically invested in. To see these strategies come to life and materialize into significant wins, is the perfect example of the Good Innovation that we aim for.”

The JaymeSyfu group was acquired by Dentsu Aegis Network in December 2015. The newly formed agency has three divisions, Dentsu JaymeSyfu (Creative), Dentsu Digit (Digital), and Dentsu DNA (Digital Activations).

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