Louie Sotto takes over from Merlee Jayme as Chief Creative Officer at Dentsu Jayme Syfu Philippines

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Louie Sotto takes over from Merlee Jayme as Chief Creative Officer at Dentsu Jayme Syfu Philippines

Dentsu Jayme Syfu Philippines has promoted agency veteran Louie Sotto to the role of Chief Creative Officer.


He takes over the position from Merlee Jayme, who has been at the helm since the agency was acquired in 2016 by Dentsu. Jayme retains her post-dubbed “Chairmom” of Dentsu Jayme Syfu, as well as ASPAC/DOJO, where she will continue to oversee work and manage the group’s total creative line of business. Together, Sotto and Jayme will steer the agency to further improve and maintain its winning culture in the Philippines.

“Louie’s creative expertise, supported by his passionate and experienced teams, will definitely deliver the best results for our clients’ businesses, even in an unpredictable period brought about by the global pandemic,” says Jayme. “His insightful thinking and brave ideas will surely continue to shape great results.”

Supporting Sotto (pictured) in his new role are Managing Partners Alex Syfu and Ronald Barreiro, who continue to drive the agency.

Sotto’s career started in Ace Saatchi & Saatchi as a copywriter, after which he moved to BBDO Guerrero for a year. He then joined DM9 Jayme Syfu as one of the nine founding members of the company back in 2005. In his 19 years of experience, he has created business-building and globally awarded campaigns for Smart Communications, P&G, Unilever, Coke, Pepsi, McDonald’s, Cignal, and Jollibee.

His works for the Gabriela International Women’s Group, Mini Cooper, Smart, Department of Tourism, The Pro-Life Foundation, Pharex Pharmaceuticals, and Love Yourself Foundation have been recognized with major distinctions from The Cannes Festivals, D&AD, The One Show, The London International Advertising Awards, Spikes Asia, Adfest, AWARD, New York Festivals and numerous local shows.

Sotto’s work has also been globally acclaimed and recognized at award shows spanning a wide range of disciplines. His Smart “Accepted” film that showed how a father asked his son to add him in Facebook, and in the process “accepting” the latter’s sexuality was hailed as one of the Philippines’ bravest pieces in 2017.

Alex Syfu said: “With more than a decade working together with him, I am confident that he will help sustain the agency’s excellent reputation. He is one of the few leaders I have worked with who puts the same weight on strategy and creativity.”

Managing Partner Ronald Barreiro further adds, “Time and again, Louie has proven himself to be a beacon for the agency. Though he is filling-in big shoes, I am confident he will do justice to the legacy he helped build over the years.”