MANILA – In the first quarter of 2018, Coca-Cola was ready to take on a new partner for its total sparkling business that included Coca-Cola, Royal Tru-Orange (Fanta), and Sprite. Dentsu Jayme Syfu emerged as the overall winner of the company’s two rounds of benchmarking exercises. The award-winning agency’s strength of insightful thinking and innovative solutions for the brand’s growing yet challenging young market, has been pivotal in the victory.
To date, this is Coca-Cola’s biggest move after more than 5 decades of marketing in the Philippines. The Integrated Marketing Communications team and the brand group have been blown away with the energy, enthusiasm and the creative thinking showcased by team Dentsu. They love the fact that the agency has shown them a totally different way of working that brings out an endless source of fresh ideas.
Dentsu Aegis Network’s Global & APAC Executive Client President Masaya Nakamura is very happy with the agency’s performance, quick turnaround with unexpected ideas, “Clients were impressed when the team put time and effort in seriously learning about the Coke brand in just a short time. The collaboration from our Tokyo office was a big help to this.”
“Their insights were spot on. Their innovative ideas just proved how technologically advanced they were in the agency. With more offices in our network winning businesses from Coca-Cola, It’s an exciting time for all us”, adds Global President for Dentsu branded agencies, Dick Van Mottman.
The agency known for work that is both creative and effective has started creating a powerful campaign for the love brand. Dentsu‘s Chairmom and Chief Creative Officer Merlee Jayme has personally worked with her teams for weeks. “We still can’t believe this win. It has always been a dream to work for an iconic brand like Coke. And it has come to us in the most perfect time when brand relevance to a young market in the digital age is a pretty tough challenge. But believe it or not, ideas just flowed naturally. It has kept me awake for many nights!” she quips.
"The final pitch was last month," Jayme added. "It had been a tough, grueling fight for the what was known as an 'all or nothing' pitch. We were the newcomer with everything to gain but nothing to lose. Ogilvy had the digital business while McCann had the ATL. We finally won both and all the sparkling brands."
With the new partnership, one can definitely “taste the feeling” of a great fresh start.