Dentsu One Manila picks up the Nestle’s Bear Brand & Sun Life Insurance accounts

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Dentsu One Manila picks up the Nestle’s Bear Brand & Sun Life Insurance accounts

2021 has started positively for Dentsu One Manila with the rebranded agency winning two big businesses this January. The agency has picked up the number one powdered milk brand, Nestle Bear Brand Fortified and Bear Brand Adult Plus, and Sun Life, the leading life insurance company in the Philippines.


Nestle Bear Brand pitched the digital business for their fortified and adult milk variants last December. The agency captured a very relevant Filipino insight that pushed the main benefit of “tibay”(strength) to a whole new level, that can work for both variants.

“Dentsu One Manila truly understood our consumers with their grounded and authentic insight. We hope that with their support, we would be able to deepen our connection with Filipino families.” Says, Kristine Goco, the Bear Brand’s Marketing Manager.

“For BEAR BRAND Adult Plus, the agency showed solid insighting coupled with a promising strategy to strengthen the brand’s relevance among its target market.”, Miggy Mangabat the Consumer Marketing Manager for Bear Brand Adult Milk added.

Following a 4-way pitch, Sun Life, appointed Dentsu One as its creative AOR.

Gilbert Simpao, Chief Marketing and Client Experience Officer, said: “I was very impressed with the big idea, the tonality, and the agency’s vision of how to bring the idea to life.”

Faced with unprecedented challenges coming from a difficult year, the advertising and marketing industry is moving forward with great positvity.

Merlee Jayme, Dentsu’s Chairmom for Creative businesses in the Philippines and Global President for dentsu mcgarrybowen, said: “We just have to be passionate and relentless, regardless of the limited situation we’re in. Nothing should stop us from doing the best work for our clients. Dentsu One Manila is about big insights, great work, digital skills and all heart. This is what WFH should be- Winning from Home.”

Dentsu One Manila is headed by Alex Syfu (Managing Director), Jerry Hizon (Chief Creative Officer), Ez Abero (Chief Strategy Officer) and Grace Marfori (Executive Client Director).