After it brought home the first Cannes Lions Grand Prix in 2013, DM9 JaymeSyfu continues to rake in top honors for Smart Communications’ ‘Txtbks’ campaign. With all eyes on them, the ‘small agency that can’ goes the extra mile to mix business with pleasure and is going global for a refreshing twist.
Grueling work is behind every accolade. Every team member of DM9 JaymeSyfu hammers and chisels to produce exceptional, global standard work. For Creative Director Jerry Hizon, Associate Creative Directors Biba Cabuquit and Miko Quiogue, and Art Director Gogie Sinson, that’s just fine grooming, DM9 style.
The Lioness roars in Cannes
When the Cannes Lions International Festival on Creativity launches its pioneer, female-centric event See It. Be It this year, Biba Cabuquit joins a select group of 12 global women creatives that will undergo three days of creative immersion, dedicated workshops, plus exclusive sessions with the VIPs and speakers of the festival.
In Cannes Lions, only 15 percent of young delegates are females, and it’s less than 5 percent over the age of 28. Behind successful campaigns of big name multinational brands, Cabuquit is up to the task with the requisite creative skill and verve, and then some.
“I’m part of a motley crew of highly-accomplished women so it would be interesting to get to know them and see how they do things in their part of the world,” shares Cabuquit.
The times beckon a fresh, female perspective in creative communications. While 80 percent of purchases are made by women the world over, just a measly number of creatives are females. The ability to see the product from the eyes of the consumer is a step edge-wise to selling it.
“Unfortunately, in global advertising, only 3 percent are women creative directors. That’s an abysmal statistic considering the huge number of brands targeting females and the purchasing power we have these days. There’s no better time than now for a woman to take up a creative role,” explains Cabuquit.
“Opportunities are rife, there’s nothing stopping anyone, whatever their gender may be, from pursuing what they want to accomplish. Plus, there’s a whole spectrum of role models to choose from,” she adds.
Not only will this global dozen all feature in a documentary to be produced by Weber Shandwick, they all get mentorship from the Berlin School of Creative Leadership. The end goal of See It. Be It is to rope them into long-lasting careers in creative communications, serve as model-mentor in developing talent, and to partner in building the business.
“I think women in general, have made such a tremendous impact on the world stage—there are CEOs, leaders in the academe, top athletes, and media moguls. We’ve even had two women presidents! All my bosses have been extraordinary women. I’ve learned what I can from every one of them as I try to develop my own leadership style,” she says.
It’s the countdown to Cannes Lions, and while Cabuquit is relishing the anticipation of a fantastic experience, she’s not going unprepared, and is brushing up on the local scene for some in-depth sharing. “I’m amping up my reading list to include a lot of women-centric articles and pieces on Filipina achievers. I’ve been doing work for the party list Gabriela for several years now, so I’m also reviewing my notes on that,” Cabuquit adds.
A double Dutch treat
Doing their own European gig are Creative Director Jerry Hizon and Art Director Gogie Sinson. Regularly in the awards headlines of 2013, DM9 JaymeSyfu attracted art and copy tandem Yona Hummels and Stef Jongenelen of DDB Tribal Amsterdam. The two emailed Chairman and Chief Creative Officer Merlee Jayme on the possibility of an exchange program, and though exchange programs are widespread, this is the first time for the Philippine unit.
Since March, both Hizon and Sinson have been breathing in the atmosphere of the classic and modern in Amsterdam, as well as drinking in the Dutch workflows. “This training opportunity proved to be serendipitous and valuable for us since digital is projected to explode in the Philippines, and we are being immersed in a mature digital market like Europe. Hopefully this will put us ahead of the curve,” says Hizon.
Colleague Sinson echoes with, “The main goal is to learn from the people at DDB Tribal and then to share it with our colleagues at DM9. DDB Tribal Amsterdam is one of the top agencies in Europe and I think they just won Agency of the Year for The Netherlands. They are very knowledgeable in digital advertising, and learning from them would be a great way to add to DM9’s arsenal.”
It is the opportunity to tackle, and collaborate on ideas for huge brands that have its roots in Europe that is rare. Both conduit and sponge, Hizon and Sinson are the information transfer links, while soaking in the continental techniques.
“A personal goal of mine is to experience how they produce an ad, whether it is ATL or digital. I want to see how they craft a print ad, or a website, and how they work with production companies, directors and photographers,” Sinson says.
There are two sides to the tale, and a chunk of the narrative is what their Dutch counterparts take away from the exchange. “I hope they can learn a thing or two about resourcefulness or ingenuity. Our ad landscape doesn’t have the budgets and access to technology and top-tier names in production yet, that they enjoy in Amsterdam and the rest of the developed world,” shares Hizon.
Bed and Breakfast, Boot camp and Brazil
Fellow DM9er, Associate Creative Director Miko Quiogue, is taking the transatlantic route and landing in Brazil. A footie since five, and a rabid Gunner and Les Bleus fan of 15 years, Quiogue got himself a bed and breakfast slot with ad agency Naked Sao Paolo. Yes, it’s a creative boot camp, of sorts, an exchange of ideas, at best. Call it a once in a lifetime chance for a meeting of minds with other young ad people. But it’s Brazil, and it’s the FIFA World Cup, no less.
“This program by Naked Sao Paulo is very unique, and I feel extremely fortunate to be part of it. Just like my obsession with football, my passion is for being a Creative in this industry. I live and breathe football, and my switch is on 24/7,” says Quiogue.
With just a week to go before kick off, Quiogue is cramming in all things pop, trendy and Brazilian for the trip. That’s a lot of music, dance, movies and sports. Vila Madalena, where the bootcamp takes place, is teeming with the hip and young. “It’s a creative’s haven, packed with artists, galleries, bars and samba schools. It’s home to multi-awarded ad agencies. If you add the spirit of the World Cup to that equation, the place will be bursting with inspiration,” says the Gunner.
“I’m just happy to take on the tough creative challenges for such an historical event, and in Brazil of all places! There will be so much to absorb, both from the boot camp and from the World Cup experience. I hope to share all that I learn with my local colleagues afterwards,” Quiogue adds.
The world is wired, and the desk-lab is anywhere. Creative agencies keep raising the bar of the inspiration meter. Above all, this is such a welcome change. Brazil, with footie to boot. What’s not to like?
“Just like a mom, I’m so proud of Jerry, Gogie, Biba and Miko. They totally deserve getting these prestigious opportunities. The world will simply be amazed by their talent and values,” says ‘Chairmom’ Merlee Jayme.
With its string of successes, the name DM9 JaymeSyfu is already on everyone’s lips from Southeast Asia to the South of France, from Asia Pacific and across the Atlantic. Now, its globe-trotting creatives get a taste of the world, as well.
