Jollibee Foods Corp hands integrated media remit to dentsu Philippines

Jollibee Foods Corporation (JFC), the parent company of Filipino fast-food restaurant chain, Jollibee, has appointed dentsu Philippines to handle its integrated media duties. Dentsu’s appointment is effective immediately.

David Cruse Beal, the global chief marketing officer at JFC said that the company is energised by the ‘one dentsu’ proposition which was presented by dentsu Philippines as well as Merkle Singapore. 

“We look forward to working with the dentsu team and leveraging shared media tools and systems to accelerate our customer journeys,” she added.

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Mako Chaves, the managing director of media, dentsu Philippines said that it is a privilege to work with JFC’s home-grown brands including Jollibee, Mang Inasal, Chowking and Red Ribbon and to help them with their very ambitious growth plans. “With our expertise in digital marketing and transformation, access to human insight and point of purchase motivation as well as long-term planning and buying acumen I am confident we will help them grow brand awareness and market share,” he added.

JC Catibog, the CEO of dentsu Philippines added that the monumental win is testament to the dentsu value of radical collaboration. “Our promise is to deliver agility and efficiency with this operating model that consistently brings the best of the dentsu network to all of the JFC brands. The media business further strengthens the JFC-dentsu relationship adding to its current creative remit for Chowking, Mang Inasal and Milksha, as well as global technology solutions assignments with Merkle Singapore,” he explained.

Earlier this year, Dentsu created a new cluster for Southeast Asia, appointing a team of veteran industry leaders Sanjay Bhasin, Prakash Kamdar and Bharti Agrawal to lead the fast-growing market for the network in APAC. The newly formed SEA cluster includes Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

Through the appointment, Sanjay Bhasin, CEO Myanmar, Thailand and Vietnam, dentsu, was promoted to CEO Southeast Asia, dentsu.A veteran of the industry with 30 years of experience across APAC and SEA region, Bhasin was formerly CEO of Y&R SEA from 2012 to 2018. He was subsequently promoted to CEO Myanmar, Thailand and Vietnam, dentsu in 2021. As CEO of SEA, Bhasin will oversee all the markets, reporting to dentsu APAC CEO, Rob Gilby.

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