Dentsu One Manila prepares for market’s post-pandemic creative needs

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Creative and digital-led agency Dentsu One Manila has launched this month to offer business solutions and provide integrated marketing services that meet market needs in time for the post-pandemic period.

“Challenging times give birth to expertise, agility and speed,” it said about Dentsu Aegis Network’s big move to introduce Dentsu One Manila, which is formerly known as ASPAC.

It said the agency was designed to answer the changing needs of clients during the market’s move toward normalcy.
Merlee Jayme, global co-president of dentsumcgarrybowen who also chairs for the country’s creative line, will oversee the business and creative growth of the agency along with sister agency Dentsu Jayme Syfu.

Dentsu One Manila will be led by Ez Abero as chief strategy officer and acting managing director. He is joined by Jerry Hizon as chief creative officer. Rey Leuterio, executive planning and business development director, completes the management team.

Leading the Japanese accounts are Masako Okamura as executive creative director, and Yuki Koga as regional account director.

Dentsu One Manila has a content, activations and design division called DOJO, which offers different skill sets and capabilities. DOJO is headed by Joey Ong as managing director and executive creative director, and Rissa De Guzman as general manager.

Dentsu Jayme Syfu’s former strategic planning director, Mr. Abero has more than 12 years of strategic planning experience across multinational and independent agencies. He played a key role in boosting the agency’s portfolio through significant pitch wins for the Coca-Cola Sparkling business, SariMonde and Nestle Cerelac’s local and regional campaigns.

In 2018, Mr. Abero moved to Ho Chi Minh City to lead Leo Burnett Vietnam’s planning team. His team successfully worked on the agency’s biggest accounts: Samsung Digital & Corporate and Friesland Campina.

Mr. Hizon, chief creative officer, held the role of Dentsu Jayme Syfu ECD since 2016. His 25-year advertising career includes winning various international and local awards for clients like Belo Essentials, Uber Philippines, Jollibee, Unilever, PLDT SME Nation, BPI, Adidas and Gabriela, making him consistently among Adobo Magazine’s top-ranked ECDs of the Philippines.

His training in DDB Amsterdam as an exchange creative gave him a strong digital background.

Last year, he was part of a global creative workshop held in Los Angeles, California for the Tokyo 2020 Olympics.
“Ez, Jerry and I have been powerful partners. Their thinking and creative work bear strong business results. Their agile work process helps solve business problems efficiently and effectively. The change in leadership from the top aligns with the global vision of providing idea-led, data-driven and tech-enabled creativity in our line of business,” said Ms. Jayme about how they have worked through the years.

JC Catibog, chief executive of Dentsu Aegis Network Philippines, said: “I am thrilled for this new chapter of the agency and I am confident that Ez and Jerry will drive the innovation agenda ingrained in the Dentsu brand, fueled by their proven strategic and creative strengths.”

Alex Syfu, the managing partner who oversees the agency’s transformation, said: “Ez and Jerry’s work disciplines coupled with their strategic and creative capabilities will help them drive Dentsu One Manila’s business growth and creativity.”