Fountain of ideas

Over the years, Jayme has churned out creative advertising campaigns and trendsetting ideas for homegrown brands and industry leaders like the Philippine Long Distance and Telecommunications Company and Smart Communications. She has also tailor-designed campaigns for multinational company Johnson & Johnson and fast-food giant McDonald's.

For telecommunications firm PLDT, Jayme crafted the "Hello Billy-Suportahan Taka (I will support you)" commercial. The advertisement highlighted the strong family-first value among Filipinos, while creating waves for the growing importance of long-distance communications.

As companies tighten advertising budgets, and advertising agencies vie for big-ticket accounts, Jayme explains that creative execution bags good deals. "Real good human insights and simple but beautifully crafted execution make an advertising campaign successful," she says.

Business deals and awards continued to knock on the agency's doors.

On the business front, DM9 JaymeSyfu counts success in Smart Communication's "Live More" campaign.

The country's leading wireless provider positions the spotlight on the strong consumer base through up-to-date product offerings and promotions.

Outside the confines of her advertising agency, Jayme whips up a recipe of creativity and social responsibility.

She joined SM Department Store Kultura's "Crafts for a Cause" and designed a summer collection with some non-governmental organizations. The bag collection was named HER - an acronym for handcrafted, economical, recycled - since the main materials used were recycled plastic bags.

Jayme also supports women's advocacy group Gabriela. "Since college, I've helped them with campaigns for preventing violence against women and children," she says.

"This year, the focus was to educate children against cyber pornography. One of the efforts we had was to create a book with a message directed to children to make them aware of what cyber pornography is and how they can avoid participating in it," she says.

Jayme also contributed to the One Billion Rising project by writing a song and helping develop a "self-defense dance" which other countries have since adopted.

Now in its third year, the One Billion Rising information campaign enjoins people worldwide to end violence against women.

Jayme's non-working day is an active family day. She organizes activities like swimming, watching movies, trying out new restaurants, or having a manicure-pedicure session with her four daughters who are aged between 11 and 22.

Standing tall above the digital crowd	China has world's second largest advertising market