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New Creative Guild chair Merlee Jayme wants to bring Kidlat to Boracay

MANILA – Local awards show Kidlat could very well be held in Boracay on a non-AdSummit year, now that Dm9JaymeSyfu chief creative officer Merlee Jayme sits as Creative Guild chairman.

Jayme’s appointment was announced by the 4AS Philippines on July 14.

“The Kidlat is now part of the AdSummit every other year. For the non-AdSummit year, I would really want to bring it back to where I re-launched it in 2008: Boracay!” Jayme told adobo.

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She added that while she doesn’t have detailed plans yet — she is scheduled to meet with the committee next week — her wish is to “make the Kidlat as the creative and effective show to ensure that our work meets the highest standards and emerge as winners in global shows like Cannes.”

Jayme shared that she is inspired by “the single-minded objective” of regional awards shows such as Indonesia’s Citra Pariwara, where she served as jury president in 2012, and Malaysia’s Kancils, where she was Radio jury head in 2013. 

“Both creative shows’ main objective was to make sure that every year, their countries had strong possible Cannes winners,” she said.

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