DM9 JaymeSyfu ECD Eugene Demata moves on after a decade to Tribal Worldwide



Eugene Demata, executive creative director at highly-awarded Philippine creative shop DDB DM9 JaymeSyfu, is moving within the DDB group to a role leading the creative department at digital agency Tribal Worldwide as ECD.

Demata brings to an end a decade of service with DM9, the agency behind the Philippines’ first ever grand prix at Cannes, ‘Smart TXTBKS’ for telco client Smart Communications. At DM9, he was ECD of digital arm DI9IT.

Gil Chua, the president and CEO at DDB Group Philippines, said: “In the past, we have invested in Tribal Worldwide to strengthen our technology, data and social management and monitoring offerings. This time, we are now investing on another pillar – creativity. Eugene’s credentials fit very well with our creative excellence vision for Tribal. So we have requested him to lead the creative team.”

Before joining DM9 in 2005, Demata spent 14 years at Saatchi & Saatchi, where he was creative director.

In an interview with Mumbrella Asia just after the grand prix win in 2013, Demata was asked about how the Philippines can further improve the country’s performance at international awards shows. He said: “I think it’s all about client education. It used to be that clients were apprehensive about the ideas we presented them if they were too edgy. But if we can prove that award-winning ideas build businesses, it’s easier to sell creativity. And slowly but surely this is happening.”

A major awards show in the Philippines, the Kidlat Awards, is to take place in Boracay on 4 March. DDB’s global chief creative officer Amir Kassaei is among the judges.


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