MANILA – With its vision of ‘Creativity and Technology that change lives and change the world’, Dentsu Jayme Syfu is again reinventing the advertising & digital industry.
Three years ago, the agency launched its digital shop Dentsu Digit. The success of the shop ranged from business wins to creative wins. It has won Digital Agency of the year on its first year, and Campaign Asia Digital agency of the year Silver 2015 and Bronze 2016 respectively. Partners Merlee Jayme, Alex Syfu and Ronald Barreiro have decided to push its strength further and evolve their digital services from creative engagement to overall consumer experience. This comes from a global point of view that experience is becoming both the medium and the message, building brands that is genuinely relevant to people.
Effective January, the country’s first Chief Experience Officer Pao Peña will head Dentsu Digit and Dentsu DNA, the agency’s digital activations division.
As Chief Experience Officer, Peña will chart the path for new and exciting products from the integration of Dentsu Digit and Dentsu DNA. Planning for this new role, he shares: “Experience Marketing is so fertile a space through which brands could engage consumers beyond the traditional borders of digital and activations currently still treated separately. Whilst we will continue evolving our specialized digital and activation services for brands requiring these as separate disciplines, we would already begin engaging clients on the prospect of having seamless customer experiences first through the integration of digital and activation for their brands and possibly through retail experiences both on-ground and on-the-go at a later stage.
Expect new and integrated products from Dentsu Jayme Syfu that will deliberately blur the virtual line that still divides digital and activation today. This integration will come in phases, but through which our strong client base will definitely benefit from an insightful evolution in marketing that is largely inspired by how consumer behavior and the marketplace have evolved through the years. The synergy created by initially integrating digital and activation, and perhaps later on through to retail, will also create investment efficiencies and commercial effectiveness that our clients will surely enjoy.”
Pao has an extensive digital marketing background. He has been the Business Unit Director at Level Up! Games, the Marketing Director of Zing.vn. where he has concurrently served as Product Manager of Ragnarok Vietnam in a joint venture with Seoul-based company SK C&C. He has also served as Chief Digital Officer at Leo Burnett and Arc and Globe Telecom’s Digital Marketing Director. More recently, in Philip Morris, he headed the Fortune brand after a stint as Group Brand Manager for Marlboro and earlier on for International Brands.
His expertise in digital marketing, brand management, strategic planning, commercialization at general and modern trade, and delivering memorable and effective consumer activations – will now come into play as the agency’s first CXO.
On his move to Dentsu Jayme Syfu, Pao is thrilled to join the agency side once again: “Having been on both sides of the table, I am confident in the leadership behind Dentsu Jayme Syfu in their passionate commitment to deliver only outstanding creative solutions to problems that both brands and consumer face today, and with their sharp understanding of what clients really look for in these creative solutions: positive commercial and brand results at the end of the day.
I am also thrilled to get the opportunity to work with Merlee, Alex, and Ronald, together with the digital and activations team. I have always had a high regard of the fine work that Merlee has become known for here and abroad. That opportunity to partner up with someone like her does not come to you so often, so the opportunity indeed is ripe for the taking.”
Dentsu Jayme Syfu’s Chairmom and Chief Creative Officer Merlee Jayme adds: “This year, we’re very grateful for a lot of blessings- our integration with the Dentsu Aegis Network, our bigger family, our growing number of client-friends, our new office and new disciplines we’re excited to embrace. With Carlo Ople, we launched a very successful digital company called Digit. Today, we wish him luck in his new prestigious role in the PLDT group. The one thing that I’m happy to have learned from him is to have an entrepreneurial spirit. This definitely led to launching our new ventures Digit/DNA- our digital activations agency and RAMEN- our digital content productions shop. And, after the big search, I’m so happy Pao is joining us. He certainly matches our passion, enthusiasm and energy for the future.”
