This November 16, Lilit Reyes reunites with McDonald’s as he joins DDB Philippines as its lead Creative.
Reyes spent most of his advertising life of 17 years with the Leo Burnett Group. Last April, he left his ECD post in Black Pencil Manila to do some freelancing work.
Known for his McDonald’s highly awarded "Kita-Kits sa McDo" campaign, he also relaunched Tide with the "Tolits- Angat sa Kaputian" campaign. Both of these campaigns have penetrated the mass/pop culture and psyche.
He has won top creative honors with the Cinemalaya Independent Film Festival, with Best of TV advertising in the last Araw Awards, 2007’s Advertising Congress of the Philippines.
Gil Chua, DDB Philippines’ Chairman/CEO , proudly welcomes him to the group "DDB is on its way to becoming one creative hotshop and having Lilit join us will surely make us achieve this vision faster."
Reyes’s appointment was the subject of much speculation, as he and DDB kept the industry guessing until his first day at work. No reason was given for the secrecy, but the creative director replaces Teeny Gonzales on McDonald’s, whose resignation fed the rumor mill for several weeks.
UPDATE:
Merlee Jayme, chairman and CCO of DM9 JaymeSyfu and now, the highest-ranking creative leader in the Philippine’s DDB group of companies, clarified DDB’s earlier statement. She told adobo that Reyes’s actual designation is Creative Director for the McDonald’s account.
