MANILA, PHILIPPINES — In Philippines, with COVID-19 and community quarantine in the background, a battle for one of the country’s most iconic brands was happening via conference call, as a rare opportunity to work on the massive Nescafé account of Nestlé Philippines was up for grabs between three agencies.
In the end, Nescafé appointed Dentsu Jayme Syfu as its new agency of record (AOR) in the Philippines.
“We appreciated the deep consumer insights, unique and engaging ideas, and the servicing and creative bench that Dentsu presented.” said Paolo Mercado, marketing communications and innovations director of Nestlé Philippines.
Chairmom of Dentsu, and recently appointed Global Co-President of dentsumcgarrybowen, Jayme Syfu Merlee Jayme added: “It’s not every day where you get the chance to work on such an iconic brand like Nescafé. I am elated at this win. It shows how our people can collaborate well despite very challenging conditions. I thank the Nestlé clients for trusting us with one of their biggest brands.”
Dentsu Jayme Syfu will be tasked to take on the creative and digital business of Nescafé in the Philippines. It is the first country outside of Dentsu Japan to ever handle the creative lead for the coffee brand within the Dentsu world.
In the Philippines, Nescafé markets several brands like Nescafé Classic, Classic Strong and Decaf; Nescafé Creamy White, Brown, Original, and Creamy Latte; Nescafé Gold; and Nescafé Dolce Gusto.
“This is like a homecoming for me as well as for some members of our agency team,” aid Ronald Barreiro, managing partner at Dentsu Jayme Syfu.
“I handled Nestlé and Nescafé for almost a decade in my past life, so I am excited to work on the brand once again. We’re passionate about Nescafe and we’re committed to growing its business here in the Philippines given the highly competitive coffee category.”
