MANILA, PHILIPPINES—McCann Worldgroup Philippines, the biggest advertising firm in the Philippines, amplifies its creative firepower with the promotion of multi-award winning Creative leader Joe Dy to Chief Creative Officer.
Having been with the agency as ECD since 2015, Joe has helped steer McCann into becoming one of the most awarded agencies in the region. Recent highlights include the agency’s first Cannes Lion Gold, being named Creative Guild’s Kidlat Awards Agency of the Year, and ranking among the Philippines’ top three agencies in both Campaign Brief Asia and Adobo Magazine.
Joe is among the most awarded creative leaders in the Philippines, having won metal at almost every major international and local award show including Cannes, Clio, The One Show, AMEs, APAC Effies, London International, New York Festivals, AWARD, AdStars, AdFest, Spikes, Kidlat, Boomerangs and Tambuli. His wins cover a range of disciplines including Digital, Film, Radio, Outdoor, Media, Print, Direct Response, Design and Effectiveness.
A member of McCann’s Asia-Pacific Creative Council, and recent inductee into the Philippine Creative Guild Hall of Fame, Joe was also listed among Campaign Brief’s Top 20 Creative Leaders in Asia for 2017-2018.
Raul Castro, Chairman and CEO of McCann Worldgroup, said “Leading the creative culture of McCann, one needs to be brave with his decision making, generous with his knowledge and always have clear intentions. Without a doubt, Joe fits these descriptions and more. I know he will raise McCann to even higher creative greatness,”
Joe’s promotion reaffirms McCann’s commitment to pushing the standards and value of creativity as he takes on a bigger role in the company. The CCO role is a focus of the agency as it pushes the boundaries of creativity. “I believe the biggest challenge we face right now is how to reaffirm the value of creativity in our clients’ business.,” says Joe. “The drive to raise the standard of quality will always be a constant, but so is our duty to affect our clients’ business. Given the volatility of the market, it is natural for brands, even the strongest to face challenges. Now, more than ever, we need to be providing brand owners with a real and measurable Creative Advantage. We hope to do so with a creative-driven culture, where we push ourselves to, if I may borrow from our Global Creative Chief Rob Reilly, “out-think, outwork, and outcare” the competition.
“McCann Philippines has always been a revered institution in our industry, and has seen larger than life personalities take its Creative helm, such as the legendary Emily Abrera and our current CEO Raul Castro,.” adds Joe. “I am both humbled and honored to be given the chance to take on this challenge. Naturally, there’s a lot of pressure that comes with the job but, fortunately, the office and the network continues to provide ample support to help me reach our shared objectives.”
Joe comes from a family of entrepreneurs but he chose a different path. He entered the industry as a copywriter for Leo Burnett Manila where he distinguished himself as a rising young talent before moving to JWT Manila. There, he won his first two Cannes Lions, including the country’s second Gold. He has also had stints at BBDO Guerrero and JWT Shanghai.
Over the course of his career, Joe has led campaigns for Globe TM, Knorr, KitKat, Sunsilk, CreamSilk, Ford, Nissan Motors, Red Horse, Emperador, Compañero, Johnson & Johnson Baby and Pharma, Kraft Eden, Cheez Whiz, Mondelez, HSBC, Insular Life, Pru Life, Nokia, Schick, FedEx APAC, Sky Cable, Robinsons, Berroca, Canesten, McDonald’s, Tide, Mr. Clean, Rejoice, Pfizer, BPI, Ayala, San Miguel, Viber, Coca-Cola, Jollibee, Nestlé Chuckie just to name a few. This wide range of experience has helped him develop a very deep understanding of the Filipino market.
Dy is an industry leader and an influential voice in the creative industry. Aside from having been the Director of Competition for the Philippine Creative Guild, Joe has also served on the jury for a number of award shows including The Clio Awards, The New York Festivals, The Busan AdStars, The Adobo Design Awards, the Kidlat Awards, the YouTube Awards, the 4As, and the Tambuli Awards.
A certified barista, former sports writer and unabashed comic book geek, Joe spends his weekends experimenting in the kitchen, or taking toy photography shots for his Instagram pages.
About McCann Worldgroup Philippines
McCann Worldgroup Philippines is the top-of-mind advertising brand in the country and the leading marketing services company among its stakeholders with a strong reputation for making brands famous and for consistently offering original and creative yet actionable strategic solutions made through a collaboration of young and seasoned experts. It is the largest and leading integrated marketing communications firm in the Philippines, with deep expertise in advertising and brand communications; digital and social media marketing and analytics; activation and below-the-line marketing; broadcast and digital.