Johnson & Johnson Philippines has selected Digit, the digital arm of DM9 JaymeSyfu, as its digital agency of record for selected brands, besting three unnamed agencies in a pitch.
Stylized as Di9it, the agency will be tasked to handle J&J brands Clean and Clear, Carefree, Listerine, Splenda and its over-the-counter portfolio which includes Bactidol, Benadryl, Sinutab and Imodium.
Carlo Ople (extreme right), Digit’s managing director and partner, says J&J was one of the hardest accounts they had tackled, a challenge his team overcame via close collaboration with DDB’s multi-awarded creative agency DM9.
“We credit this win to the seamless integration between the creative and account teams of both Di9it and DM9 JaymeSyfu. It’s a victory for digital creativity rooted deeply in consumer insights backed up by relevant and meaningful analytics,” Ople says.
Digit’s executive creative director Eugene Demata (extreme left) adds; “Having both creative teams work on the brief allowed us to channel decades of traditional advertising experience effectively into the digital space.”
Ople said they will be investing heavily into the account, starting with completing staffing requirements for next year.
DM9 JaymeSyfu chair and chief creative officer Merlee Jayme (middle) was nostalgic for the J&J win. As a young copywriter, Jayme launched J&J’s teen line with J&J Face Powder’s “The baby is now a lady” winning campaign 20 years ago.
“It felt nice to reunite with a brand so close to my heart. I have many fond memories of J&J and my clients then. I even kept the little trophy they gave me as a valued creative back in 1992., shares Jayme.