|Specialization||Integrated Marketing Communications|
|Headquarters||Unit 211, Pacific Century Tower
1472-76 Quezon Avenue
Quezon City, Philippines 1103
|Key people||Claire Drueco-Lopez, CEO/ Strategic Planning Head
Kat Siozon, Creative Director
Kristine Padolina, Internal Systems Manager
|Partner Companies||iDyll Digital
ArmyDyllo Brand Activations
kristine (at) dyll (dot) biz
0917 856 0806
BackgroundDyll is a buzz marketing and advertising agency based in the Philippines. Pronounced like the herb, Dyll [dil] gets its name from the initials of its founders. It was established in 2004 and was incorporated a year later as Dyll Communications, Inc.
Dyll is best known for a back-to-school integrated marketing campaign series it made for Rexona in the Philippines which ran through the years 2005-2008. The most noteworthy legs of the series were “First Day Funk” (2006) and “First Day High” (2007), both of which made extensive use of music marketing, resulting in hit songs of the same titles for the bands Parokya ni Edgar and Kamikazee, respectively.
Prior to these, in 2004, Dyll was commissioned by Axe Deo-Cologne to create buzz for a raffle promotion in the Philippines. What the brand had originally planned was to make use of traditional drop boxes, which was how nearly all raffle entries were collected at the time. But upon Dyll’s recommendation, the mechanics were changed such that participants needed only to text their raffle entries through their cell phones, resulting in the first nationwide text-based promo in the Philippines.
Because many of its noteworthy advertising and promotions campaigns in its formative years had brand activation components, Dyll ended up being classified as an events group or an activation agency. To better clarify its specialization, Dyll redefined itself as a buzz marketing firm in 2014—a creative think tank that focuses on marketing and promotions geared towards generating buzz and getting consumers spontaneously spreading the word about a brand.
Dyll engages consumers through a wide variety of executions – covering traditional and non-traditional, above-the-line, below-the-line, and online – to get conversations started and spreading with a life of their own. With its 10 years of experience in creating buzz, Dyll has established the “B.E.S.T. in Buzz” standard which helps predict the likelihood of an idea getting spread through word-of-mouth.
In the span of her more than 30 years as an advertising and marketing professional, Claire has gained a 360-degree perspective of the communications industry.
An award-winning Copywriter, she rose to the rank of Vice-President and Executive Creative Director of J. Walter Thompson, Manila, eventually becoming a co-founder of Dyll, which, from the year of its inception, quickly won major buzz marketing pitches for multinational brands, including regional advertising and promotions projects for the Southeast Asian region.
Concurrently, on the family business front, she also managed the manufacturing, nationwide distribution and marketing of home gardening products, giving her a profound understanding of the highs and lows of product research and development, marketing and distribution, as well as the challenges and triumphs of establishing ties with a loyal customer base through traditional advertising, shopper marketing and an intimate digital presence.
Her stint as Co-Executive Producer of a local television show on cars and motoring also showed her how to gain the loyal following of a target audience through multiple channels which included print, the internet and mobile marketing. She also learned how relations are forged and nurtured between brands and members of the press, and what marketing is like from the perspective of the media.
As a part-time member of the academe, she continues to stay in touch with youthful trends, learning from, as much as she is imparting knowledge to, her class of senior college students at the University of Asia and the Pacific, School of Communications.
And now, with the burgeoning of digital marketing and overall shift in communication trends towards non-traditional media, Claire continues to lead her team forward in her buzz marketing and digital advertising firms, Dyll and iDyll, respectively, conceptualizing and producing campaigns for above-the-line, below-the-line and online channels.
She started working part-time in design boutiques even while still a student at the College of Fine Arts in UP Diliman, from which she graduated Cum Laude.
In 1985, she joined J. Walter Thompson, Manila and soon began reaping creative awards as the Art Director of such brands as Kodak, Citibank, Nagaraya, Pepsi, and major brands of Unilever, Philippines.
After reaching the level of Associate Creative Director, she struck out on her own to start a small boutique agency with other former artists of JWT, eventually teaming up with Claire Drueco-Lopez to form Dyll in 2004.
Though immersed in the demanding world of commercial art in Dyll and iDyll, she continues to feed her true artistic passion for illustration as a book designer and illustrator, reaping National Children’s Book Awards for the titles Ay Naku!, Bahay Kubo, The Mats, Tagu-Taguan, and Once Upon A Time.
Whenever buzz marketing pressures ease, she continues to work on a coffee table book about the Asuncion clan of artists she belongs to—a family tree that includes Justiniano and Leoncio Asuncion from as way back as the 1800s.
Check out the story behind this photograph here