Big win for Dentsu Jayme Syfu with appointment to the digital and ATL duties on the Coca-Cola sparkling drinks business in The Philippines

Dentsu Jayme Syfu in The Philippines has pulled off a massive coup in the local industry, being awarded the total Coca-Cola sparkling drinks business. The appointment sees Dentsu Jayme Syfu picking up the digital business out of Ogilvy & Mather Philippines and the above the line duties out of McCann Worldgroup.

The appointment includes Coca-Cola, Royal Tru-Orange (Fanta), and Sprite.

Dentsu Jayme Syfu emerged as the overall winner of the company’s two rounds of benchmarking exercises. The award-winning agency’s strength of insightful thinking and innovative solutions for the brand’s growing yet challenging young market, is said to have been pivotal in the appointment.

To date, this is Coca-Cola’s biggest move after more than 5 decades of marketing in the Philippines.

Dentsu’s Chairmom and Chief Creative Officer Merlee Jayme (pictured right) has guided her teams for weeks on a new campaign for the brand.

“We still can’t believe this win,” said Jayme. “It has always been a dream to work for an iconic brand like Coke. And it has come to us in the most perfect time when brand relevance to a young market in the digital age is a pretty tough challenge. But believe it or not, ideas just flowed naturally. It has kept me awake for many nights!”.

She said the Coca-Cola Integrated Marketing Communications team and the brand group have been blown away with the energy, enthusiasm and the creative thinking showcased by the agency.

“They love the fact that we have shown them a totally different way of working that brings out an endless source of fresh ideas.”

Dentsu Aegis Network’s Global & APAC Executive Client President Masaya Nakamura is very happy with the agency’s performance, quick turnaround with unexpected ideas: “Clients were impressed when the team put time and effort in seriously learning about the Coke brand in just a short time. The collaboration from our Tokyo office was a big help to this.”

Global President for Dentsu branded agencies, Dick Van Mottman added: “Their insights were spot on. Their innovative ideas just proved how technologically advanced they were in the agency. With more offices in our network winning businesses from Coca-Cola. It’s an exciting time for all us”.