MANILA – Days after officially welcoming ASPAC Creative Communications, Inc., Dentsu Aegis Network has acquired yet another Philippine agency. This time, it’s the multi-awarded DM9 JaymeSyfu which will now be known as Dentsu JaymeSyfu.
“We’re acquiring JaymeSyfu to put together with Dentsu to form what we think is a global organization and that can impact not just in the Philippine markets but also beyond,” announces Dick Van Motman, Chairman and CEO, Dentsu Aegis Network Southeast Asia.
DM9 JaymeSyfu had been with the DDB network of communications companies since “Chairmom” and Chief Creative Officer Merlee Jayme and Chief Adviser & Chief Relations Officer Alex Syfu founded the shop in 2004.
“I’ve always been very thankful to the DDB network for giving us the freedom to run our shop the way we wanted it to be. Thus, the Jayme Syfu partnership has been very strong in creativity, process, people and management of business, creating a culture of accountability from scratch,” says Jayme in an interview with adobo.
From being a small agency with 20 people and a name that people couldn’t pronounce, DM9 JaymeSyfu went on to become one of the most awarded agencies in the country, winning the Philippines’ first ever Cannes Media Lion for the campaign “Duct Tape” for women’s rights group Gabriela. Little did the humble agency know, that five years after, they will also be taking home the country’s first ever Cannes Lions Mobile Grand Prix for Smart ‘TXTBKS’, a campaign that also won Best of Show in AdFest and AD STARS.
Dentsu JaymeSyfu and Dentsu Philippines will now be working as one. Their digital arm, will be known as Dentsu Digit and soon, the agency will also be offering digital activations under a new arm, Dentsu DNA.
"Dentsu Philippines has made enormous progression over the last years. The creative capabilities have been upgraded with the arrival of new creative directors Ray and Gary, and the agency has been winning accounts, winning awards and have been getting on the radar of clients that wouldn’t consider us three years ago. To combine this already strong operation with the creative powerhouse that is JaymeSyfu will supercharge the creative capabilities in the Philippines. JaymeSyfu has made a global impact by, among other things, bringing home the first Cannes Grand Prix for this country. To be able to work as one with that operation is very exciting for Dentsu Philippines. It’s a delightful opportunity and we are all very confident that the future is looking very bright," commented Miguel Ramos, CEO, Dentsu Philippines.
Jayme, whose great grandmother Okiyo Udagawa was from a Samurai Clan in Yokohama, and therefore part Japanese considers this move to be a “homecoming of sorts”. “It is quite exciting to move forward to the next 10 years and harness innovation and technology. After winning a Grand Prix for Mobile, I know that this is indeed the future for us.”
The acquisition of ASPAC Creative Communications, Inc. and Dentsu JaymeSyfu is testament to Dentsu Aegis Network’s aim to strengthen its presence in the Philippine market.
“The Philippine market is very important to us. There’s tremendous economic growth happening at the moment and that is forecasted to continue. But more importantly, the Philippine market is also market that really had been producing creative talent and work being recognized beyond its borders. Dentsu has been doing the same thing out of Tokyo. So, if you could bring two things together in the form of Dentsu JaymeSyfu, we think that 1+1 can really be 5,” says Van Motman.