MANILA, PHILIPPINES — Known to many as the Chairmom, Merlee Jayme was one of this year’s Lifetime Achievement Awardees at the Kidlat Awards held on February 24. This recognition celebrated the illustrious career she has created throughout the past three decades, and her long list of contributions to the Philippine advertising industry.
“Life is all what we make of it,” she said to the crowd who roused in applause at her latest feat; and for good 34 years, Merlee dedicated hers to creativity. First joining J. Walter Thompson, Ace Saatchi & Saatchi, before founding her own DM9 Jayme Syfu in 2005.
Merlee started her speech with a few lines generated by AI-powered chatbot ChatGPT before promptly folding up her copy to say, “For us to survive our creative industry, I think we have to create from our hearts and continue to show our emotion in our work.”
Her body of work – a collection of projects created from the heart – has been recognized globally at some of the biggest advertising shows across the globe. Among her achievements is the Philippines’ first Cannes Lions Grand Prix, Grand Clio Prix, and D&AD Yellow Pencil for Smart TXTBKS in 2013.
We will forever be creatively strong if we use our hearts
True to form, “creatively strong” is the definitive attribute to campaigns under her belt, most notably for clients Gabriela and Greenpeace.
“Great relationships create great ideas and great work,” she said of her clients.
Among those in celebration were her peers and mentors who also testified to Merlee’s creative prowess. One of which was Ace Saatchi & Saatchi Executive Creative Director Greg Martin III who shared: “She had the power to take accounts that creatives had given up on and create winning work with them.”
“What she’s achieved for herself, her family, the businesses and companies whose reputation she helped grow and more importantly, to the creative visibility of Philippine women globally are genuinely outstanding breakthroughs,” added TBWA\ Santiago Mangada Puno Chairman and Chief Creative Officer Melvin Mangada.
With gratitude for the people that has led her to where she is, Merlee teased that she’s in pursuit of a purpose project for her next chapter: “for a creativity for all which is diverse, equitable, and inclusive.”
