Jollibee Foods Corporation selects dentsu as integrated agency of record in the Philippines

Dentsu Philippines has been appointed integrated agency of record for Jollibee Foods Corporation (JFC), the parent company of the #1 Filipino fast-food restaurant chain, Jollibee.

JFC is one of the fastest-growing restaurant companies in the world. Founded in 1975, the group has continued to iterate and find new paths to growth. Today, the company has 18 loved brands, with over 6,300 stores across 34 countries.

David Cruse Beal, Global Chief Marketing Officer, JFC commented: “We are energized by the ‘one dentsu’ proposition presented by dentsu Philippines and the digital expertise and talent presented by Merkle Singapore. We look forward to working with the Dentsu team and leveraging shared media tools and systems to accelerate our customer journeys.” 

Mako Chaves, Managing Director, Media, dentsu Philippines said: “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.”

JC Catibog, CEO, dentsu Philippines, added: “This monumental win is testament to the dentsu value of radical collaboration, where we employ a borderless team based on where the specialization of the practice pillars relevant to JFC reside. 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."

Dentsu’s appointment is effective immediately.