Merlee Jayme named Agency Leader of the Year at the APAC Tambuli Awards: Leo Manila wins Agency of the Year + McDonald’s Advertiser of the Year

The APAC Tambuli Awards has announced the winners from last night’s 2025 awards night at the Grand Hyatt Manila. Special Award winners included Leo Manila taking out Agency of the Year, Merlee Jayme, Chairmom, Founder, & CCO, Jayme Headquarters winning the inaugural Agency Leader of the Year award and McDonald’s Philippines being awarded both the Tambuli Company of the Year and Advertiser of the Year.

 

The newly introduced Tambuli Agency Leader of the Year award recognizes agency leaders who exemplify excellence in business growth through purpose-driven creativity—those who deliver campaigns, programs, and initiatives with meaningful, lasting impact.

Tambuli celebrated Merlee Jayme for her fearless creativity, relentless innovation, and unwavering commitment to purposeful storytelling. As the first Filipino creative to become Global President of a major agency—Dentsu McGarry Bowen—and the former International Chief Creative Officer of Dentsu International APAC, she has consistently broken barriers and redefined creative leadership.

At the helm of Dentsu Jayme Syfu, she led groundbreaking campaigns that went beyond advertising, fueling social impact, empowering communities, and amplifying voices that matter. Her influence extended far beyond agency walls through her training center, The Misfits Camp, where she mentors the next generation of creative rebels—the neurodivergent.

She also founded Jayme Headquarters, a social enterprise agency built to champion inclusive and innovative creativity. A published author and illustrator, Jayme continues to inspire through books that nurture creativity across the industry, all while being a proud mother to four daughters.

Her long list of accolades includes the Philippines’ only Cannes Lions Grand Prix, D&AD Pencils, Clio Awards, and the first Filipino ADFEST Lotus Legend honor. Most recently, she was awarded the Campaign Asia-Pacific’s Women Leading Change 2025 award and was recognized as a Diversity, Equity, and Inclusion Champion.

Other Specials Awards went too: Jaime Augusto Zóbel de Ayala, Chairman, Ayala Corporation (Lifetime Achievement Award), Mary Catherine Elizabeth Santamaria, Chief Customer and Marketing Officer, Bank of the Philippine Islands (Chief Marketing Officer of the Year), Meryl Adiel Hernandez, Assistant Vice President – Corporate Relations & Impact, McDonald’s Philippines (Corporate Communications Officer of the Year) and Agnes Isabelle Adviento, AVP and Senior Brand Manager for Nescafé & Starbucks, Nestlé Philippines (Young Marketing Leader of the Year).

Three Grand Prix’s were awarded:

Leaders for Corporate Purpose: Public-Private Partnership
More Than Meals: How Jollibee Group Foundation Is Reimagining School Feeding Through Public-Private Partnerships
Company: Jollibee Group

Leaders for Corporate Purpose: Care for the Environment
ReClassified
Company: McDonald’s Philippines
Agency: Leo Manila

Builders of Society: Family Centered Brand – Integrated Media
The Most Important Unimportant Call
Company: PT Telekomunikasi Selular
Agency: Hakuhodo International Indonesia

View the Gold, Silver and Bronze winners below:

GOLD:
Leaders for Corporate Purpose: Inclusive Growth
Keeping Plenty of Sardines in the Sea – The Century Pacific
Food, Inc. “Sustenido Bulan” Initiative
Company: Century Pacific Food, Inc.
Agency: COMCO Mundo League of Enterprises

Leaders for Corporate Purpose: Care for the Environment
Colgate Reimagining Sustainability for a Future Filipinos Can Smile About
Company: Colgate-Palmolive Philippines, Inc.

Champions For Humanity: Health and Wellness – Branded Experiences/Activations
Car Free Sundays at Ayala Avenue
Company: Ayala Land, Inc.

Builders of Society: Tambuli Origins – OOH
KitKat Break Bar
Company: Nestlé Philippines, Inc.
Agency: VML Manila

Builders of Society: Tambuli Origins – Branded Experiences/Activations
Play Hard, Live Delicious | bibigo x Squid Game Season 2 Campaign
Company: CJ CheilJedang
Agency: Monks (South Korea)

Masters of Everyday Purpose: Human Centric Solutions – Integrated Media
ReClassified
Company: McDonald’s Philippines
Agency: Leo Manila

Masters of Everyday Purpose: Enhancing Everyday Moments – Integrated Media
Grab ‘Voice of Partners’
Company: Grab Philippines Agency: GIGIL

SILVER:
Leaders for Sustainability and Corporate Purpose: Care for the Environment
Keeping Plenty of Sardines in the Sea – The Century Pacific Food, Inc. “Sustenido Bulan” Initiative
Company: Century Pacific Food, Inc.
Agency: COMCO Mundo League of Enterprises

Leaders for Sustainability and Corporate Purpose: Inclusive Growth
Purpose-Driven Innovation: Shaping the Next Generation of Economic Estates in the Philippines
Company: Aboitiz InfraCapital Economic Estates

Leaders for Sustainability and Corporate Purpose: Inclusive Growth
SM Cares’ A Mall for All
Company: SM Supermalls

Leaders for Sustainability and Corporate Purpose: Care for the Environment
Greener Every Step: SM Supermalls’ Sustainability Breakthroughs
Company: SM Supermalls
Agency: Havas Ortega

Champions for Humanity: Education and Lifelong Learning – Integrated Media
ReClassified
Company: McDonald’s Philippines
Agency: Leo Manila

Champions for Humanity: Building Character – Integrated Media
Bonakid Pre-school 3+’s “Batang May Laban” Mujigae
Company: Nestlé Philippines, Inc.

Builders of Society: Advocacy – Integrated Media
ReClassified
Company: McDonald’s Philippines
Agency: Leo Manila

Builders of Society: Advocacy – Branded Experiences/Activations
ENTOUCHABLE MUSEUM
Company: Hachioji Visually Impaired Welfare Association
Agency: Dentsu Digital, Inc. (Japan)

Builders of Society: Tambuli Origins – Branded Experiences/Activations
KitKat Break Bar
Company: Nestlé Philippines, Inc.
Agency: VML Manila

Builders of Society: Tambuli Origins – Video Screen
Supercrazy
Company: PT Welovesupermom Marketing Indonesia
Agency: Hakuhodo International Indonesia

Builders of Society: Arts, Culture, and Heritage- Integrated Media
Spotify KALYE
Company: Spotify
Agency: SVEN

Builders of Society: Youth Brand – Integrated Media
Greenwich Sarap To Feel G
Company: FRESH AND FAMOUS, INC. – Greenwich
Agency: PUBLICIS JIMENEZBASIC, INC.

Builders of Society: Youth Brand – Integrated Media
Coke Studio Season 8: Fan Jam
Company: Coca-Cola Philippines
Agency: WPP Open X Led by Ogilvy Manila/Bates CHI & Partners

BRONZE:
Leaders for Sustainability and Corporate Purpose: Care for the Environment
Ayala Land Step by Sustainable Step
Company: Ayala Land, Inc.
Agency: Truelogic, Inc.

Leaders for Sustainability and Corporate Purpose: Care for the Environment
Cebu A-Park: A Conservation Project for the Buhisan Watershed
Company: Visayan Electric Co., Inc.

Champions for Humanity: Building Character – Integrated Media
MILO: Bring Out The Champion in Every Filipino
Company: Nestlé Philippines, Inc.
Agency: Ogilvy Manila

Champions for Humanity: Education and Lifelong Learning – Integrated Media
Easy To Be The Best Me
Company: McDonald’s Philippines
Agency: TBWA\Santiago Mangada Puno Advertising, Inc.

Champions for Humanity: Health and Wellness – Integrated Media
Ensure Gold – “Hiling”
Company: Abbott Laboratories, Inc.
Agency: Seven A.D.

Builders of Society: Advocacy – Integrated Media
BPI Foundation in 2024: Deepening Impact, Uplifting Filipino Futures
Company: BPI Foundation

Builders of Society: Family Centered Brand – Integrated Media
Ensure Gold – “Hiling”
Company: Abbott Laboratories, Inc.
Agency: Seven A.D.

Builders of Society: Youth Brand – Integrated Media
MILO: Bring Out The Champion in Every Filipino
Company: Nestlé Philippines, Inc.
Agency: Ogilvy Manila

Builders of Society: Advocacy – Branded Experiences/Activations
Hope For The Breast
Company: AIA Philippines

Builders of Society
Advocacy – Integrated Media
Oplan Balik-Ngiti
Company: Haleon Philippines, Inc.
Agency: Leo Manila

Builders of Society
Tambuli Origins – Integrated Media
Lady’s Choice: Perfectly Imperfect Christmases
Company: Unilever Philippines, Inc.
Agency: Ogilvy Manila

Builders of Society: Youth Brand – Integrated Media
Knorr If You Know You Knorr
Company: Unilever Philippines, Inc.
Agency: OLIVER Philippines / U-Studio Manila

Builders of Society: Advocacy – Integrated Media
SWITCH TO SIGN
Company: PT Telekomunikasi Selular
Agency: Hakuhodo International Indonesia

Builders of Society: Tambuli Origins – Integrated Media
Supercrazy-Superstitious
Company: PT Welovesupermom Marketing Indonesia
Agency: Hakuhodo International Indonesia

Builders of Society: Tambuli Origins – Integrated Media
Igniting Taste and Tourism: Mang Inasal’s “Love the Flavors” Campaign Showcases Filipino Flavors to the World
Company: Mang Inasal Philippines, Inc.

Builders of Society: Advocacy – Digital and Social Media
MAGGI SARAP SUSTANSYA
Company: Nestlé Philippines, Inc.
Agency: McCann Worldgroup Philippines

Masters of Everyday Purpose: Human Centric Solutions – Integrated Media
GLOAN SAKTO
Company: Gcash | Fuse Financing
Agency: PUBLICIS JIMENEZBASIC, INC.

Masters of Everyday Purpose: Enhancing Everyday Moments – Integrated Media
MILO: Bring Out The Champion in Every Filipino
Company: Nestlé Philippines, Inc.
Agency: Ogilvy Manila

Masters of Everyday Purpose: Enhancing Everyday Moments – OOH
KitKat Break Bar
Company: Nestlé Philippines, Inc.
Agency: VML Manila