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DDB Philippines forges media alliance with IPG, DM9 to stay with DDB group after Dentsu talks

Gil Chua

Gil Chua

Ad agency brand DDB has forged an alliance with Interpublic Group in the Philippines that sees Touch DDB, a media division of the creative agency, join forces with IPG Mediabrands’ BPN.

Touch DDB, which was set up to offer clients media options beyond traditional advertising in 2008, is to be rebranded Touch BPN.

BPN is a sister company to UM and Initiative, which fall under the IPG Mediabrands umbrella.

Chua told Mumbrella: “We’ve been looking for the right partner to help Touch DDB clients beyond traditional advertising, especially now that consumers have different touch points. Thus we’ve entered into an affiliation agreement with IPG Mediabrands’ BPN which can provide the necessary training for our people, creativity, research, technology, and proprietary tools beyond traditional media. Touch DDB will now be known as Touch BPN.”

Touch BPN will be led by Roy Santiago, who has been MD of Touch DDB since 2012.

DDB Philippines Group is majority owned by Gil Chua, the president and CEO, and other members of the senior management team. DDB Asia Pacific, which is wholly owned by Omnicom, has a three per cent stake in DDB Philippines Group. Omnicom’s wholly owned media agencies in the Philippines are PHD and OMD.

Meanwhile, Chua confirmed that multi-award winning hot shop DM9 JaymeSyfu, which sometimes uses the DDB brand at the beginning of its name, will be staying within DDB Philippines Group.

Merlee Jayme at the Ad Summit Pilipinas in 2014

Merlee Jayme at the Ad Summit Pilipinas

Last year, Mumbrella learned that DM9 JaymeSyfu bosses Alex Syfu, the agency’s chief adviser and client relations officer, and Merlee Jayme, chairman and chief creative officer, travelled to Tokyo to meet with Dentsu about a potential change of allegiance that would see the agency move out of DDB Philippines Group. But the deal did not materialise.

DM9 JaymeSyfu is one of the Philippines and Asia’s star performers on the awards circuit of recent years, picking up the country’s first-ever grand prix at Cannes for its Smart TXTBKS campaign in 2013. DM9 came top of the Campaign Brief Asia creative rankings for the Philippines in 2014.

Chua told Mumbrella: “DM9 is a DDB brand and will continue to stay with DDB.”

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