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New Business: dentsu X Philippines Announced as the New Digital Agency Of Record for Emperador Brandy

MANILA, PHILIPPINES – Creators of Emperador Distillers, Inc. (EDI), has appointed dentsu X Philippines as the new Digital Agency Of Record for their entire Emperador brandy portfolio. The agency will take the lead and assume responsibility for the brand’s overall strategic direction, creative execution development and social media management.

Commenting on the pitch, Adel De Jesus, Digital Marketing Manager of Emperador, said: “As we enter into a new era for spirits and consumers, we felt that dentsu X gave a new and fresh perspective of the brand, as well as interesting ideas that would truly resonate with Filipinos today. The core of Emperador will always be “Tagumpay”, but it was a matter of pinpointing a new angle that brought it home for dentsu X.”


A well-known and highly favored brand, Emperador has an extensive brandy line that has disrupted the spirit market in the Philippines – winning the hearts and taste of its people with its delicate blending and aging process. It takes pride in achieving world-class quality and aims to bring that standard to the Filipino palate. The company will leverage on dentsu X’s comprehensive understanding of the digital landscape in order to encourage further growth in the market.

Sharing his point of view, Jam de Guzman, General Manager of dentsu X Philippines, mentions: “We’re excited to be partnering with Emperador as the alcohol category in the Philippines is evolving. With digital becoming more integrated and complex, and consumer behaviors constantly adapting, we’re looking forward to innovating and taking on new leads with the brand.”

Bea Atienza, Chief Strategy Officer of Dentsu Aegis Network Philippines, comments: “In developing the strategic approach to Emperador, we envisioned an integrated digital strategy that would reposition “Tagumpay” and explode it through new and more relevant channels.”

The agency will also incorporate their social intelligence capabilities as it takes on Emperador’s social media accounts, led by Jim Guzman, Head of Social of Dentsu Aegis Network Philippines. He adds: “Social will play a critical role in driving growth for Emperador. We want to be able to bring the brand closer to the Filipinos through the most relevant and influential touchpoints available.”

As their first assignment, dentsu X was commissioned to develop a full 360 campaign for their latest innovation, Emperador Double Light. The agency will take full creative responsibility for its launch campaign this year.

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