E SS I O N
S
S
E
N
C AN
S
M
O
M
CHAIR
Dentsu Jayme Syfu
Chairmom Merlee Jayme
takes the Lions Health stage
W
ho else can better talk
about what mothers
want than a mother
herself? Merlee Jayme,
chairmom at Dentsu Jayme Syfu
in the Philippines and mom of
four girls took over the Health in
Action Stage at the Cannes Lions
International Festival of Creativity
on Sunday to talk about how brands
can best sell to the one person
at home who mostly decides on
which household products to buy.
Jayme starts off by emphasizing
one of the skills that mothers are
really good at spotting a liar. Moms
have a knack for being able to tell if
her children are lying. It’s the same
with the products they use around
the house and brands they choose
to patronize. Mother’s instinct
applies to just about everything.
62
adobo magazine | July - August 2016
s
w
o
Kn BEST
“Moms are a tough target
market but you really have to
understand them and you really
have to be genuine when you talk
to them,” said Jayme. “So, they
don’t really feel that you’re fake
or you’re just saying something
to them that’s not true.”
Some of the things that brands
need to work on when talking to
mothers, according to Jayme, is to
try to ease her worries but without
failing to recognize the many roles
that she can do. They are ‘slashers’,
at home she’s not just a mom, she’s
also chef/doctor/teacher and the list
just goes on. Ads targeted toward
moms should never seem like
they’re talking dumb to them, they
must be approached with guidance.
With the advent of social media,
especially Facebook, mothers have
become very social and digital
but in terms of communicating
with them, Jayme says that
nothing beats being personal.
“It’s a bit complicated to
talk to moms. But for me, you
have to touch their hearts,
because when you touch their
hearts they become loyal.”
Jayme showed some of the
agency’s works for formulated
milk brand Anmum and
laundry detergent Breeze that
touched mom’s hearts which
translated to real results.
Though these tips are tailored
for talking to moms, Jayme
pointed out that being genuine
should apply to every marketing
campaigns regardless of the
audience they are talking to.