Philippine News

Dentsu Jayme Syfu corners Nestle Cerelac business in Southeast Asia

MANILA – With a strong expertise on the world’s favorite target market — Mothers — it was only a matter of time before Nestle invites Dentsu Jayme Syfu (DJS) to pitch for their brands.

The digital agency that launched award-winning insightful campaigns for Breeze — “The Good Experiment” and Anmum — “The 9-month Date”, first won the Nestle Cerelac local business last December pitted against Publicis One and Nuworks.

Fresh from the win, the local Cerelac brand team invited them to join the international pitch last January.


Nestle Cerelac South East Asia’s pitch was for their 2018 campaign and invited agencies across three countries: Philippines, Indonesia and Thailand.

DJS’s Chairmom and Chief Creative Officer Merlee Jayme on leading her team said, “As Moms ourselves, we simply latched on relevant Mommy insights and ideas that cut through cultures. We also showed a very strong network collaboration with the help of our colleagues in Dentsu Indonesia”.

Jayme also heads Asia Pacific’s first “for Moms by Moms” marketing network called MamaLab based in Singapore.

Ronald Barreiro, DJS’s Managing Partner and General Manager shared his delight on the win, “I handled Nestle for 8 years in my past life and this victory feels like coming home”.

The winning team includes Gogie Sinson, Therese Liboro, Val Villaflor, Yani Gabriel, Strategy: Ez Abero for Creative; Ronald Barreiro, Elyse Bella for Account; Tobiel Castaneda for Social and Dentsu Indonesia’s Shubhabrata Sarkar and Elisabeth Natalia. 

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