Dentsu Jayme Syfu lands total NESCAFÉ Philippines account to following 3-way pitch

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Dentsu Jayme Syfu lands total NESCAFÉ Philippines account to following 3-way pitch

Nestlé Philippines has handed the large Nescafé account to Dentsu Jayme Syfu. The 3-way pitch for one of the country’s most iconic brands happened via conference calls due to the Covid-19 and community quarantine.


After a thorough review of the agency presentations, Nescafé decided to appoint Dentsu Jayme Syfu as its new agency of record in the Philippines.

“We appreciated the deep consumer insights, unique and engaging ideas, and the servicing and creative bench that Dentsu presented.” said Paolo Mercado, Marketing Communications and Innovations Director of Nestlé Philippines.

Merlee Jayme, Chairmom of Dentsu Jayme Syfu, and recently appointed Global Co-President of dentsumcgarrybowen, said: “It’s not every day where you get the chance to work on such an iconic brand like Nescafé. I am elated at this win. It shows how our people can collaborate well despite very challenging conditions. I thank the Nestlé clients for trusting us with one of their biggest brands.”

It is the first country outside of Dentsu Japan to ever handle the creative lead for the coffee brand within the Dentsu world. In the Philippines, Nescafé markets several brands like Nescafé Classic, Classic Strong and Decaf; Nescafé Creamy White, Brown, Original, and Creamy Latte; Nescafé Gold; and Nescafé Dolce Gusto.

“This is like a homecoming for me as well as for some members of our agency team. I handled Nestlé and Nescafé for almost a decade in my past life, so I am excited to work on the brand once again. We’re passionate about Nescafe and we’re committed to growing its business here in the Philippines given the highly competitive coffee category.” said Ronald Barreiro, Managing Partner at Dentsu Jayme Syfu.

Dennis Austriaco, Nescafé Business Executive Officer, adds “Dentsu showed us that they understand this category well. Their lateral thinking was very evident in their campaign approaches and that gave us the confidence to step out of our comfort zone and explore working with a new agency partner.”

The assignment of Nescafé to Dentsu takes effect immediately and the partnership is off to a blazing start despite the limitations of community quarantine.