About Us – Dyll

HOW DYLL CAN WORK WITH YOU

The key to building a brand that is recognized, remembered and sought for is to make its marketing campaigns work like a beehive. Each hexagon is an ad material, a promo, a consumer touch point and so on. Each is separate, yet they all come together to strengthen the whole.

With today’s average attention span having dwindled to a mere 8 seconds, how can you make sure you grab the eye, deliver your message and be remembered?

Dyll works with its Clients in answering 5 key questions

1. What is the biggest news about your brand?

2. Who should we talk to about it?

3. Where are we in their minds?

4. What should we do about it?

5. What’s in it for the consumer?

The answers to these questions will form the bedrock on which the IMC campaign will be built. From there, Dyll will strengthen your brand’s presence and help make it the buzziest it can be!

Work with us and plan an integrated marketing campaign for your brand that will solidify its identity, set clear targets and grow its buzz-making factor.

General Info

Founded: 2004

Industry: Advertising & Marketing

Specializations: Strategic Planning/Brand Positioning; Advertising (IMC); Creative Conceptualization and Production

Sister Companies: iDyll Digital (For digital advertising) and ArmyDyllo (For multi-media content creation)

OUR HISTORY

Dyll was named after the initials of its founders who had all worked together for nearly two decades in J. Walter Thompson (Manila), beginning in the late 80s.

Dyll was born in 2004, at about the time when traditional media was beginning to step out of the spotlight as the most potent advertising tool. Consumers had taken control of the conversations around brands, using every opportunity to text, post, or share an opinion about their experience with a product or service—whether above-the-line, below-the-line or online. Making sure a brand had one face, one voice across all media channels had become a greater challenge.

Drawing on the strict strategic-planning discipline its founders had grown up with in JWT, Dyll immediately adopted a strong adherence to integrated marketing communications. Dyll was, and remains, a tight hive. Having defined its role as a think tank and central hub, it launches nationwide 360-degree campaigns despite its small size. As guardian of the key creative concept, Dyll works with various partner agencies, each a specialist in its own right from brand activations to mobile marketing to PR. Dyll provides the core creative idea, executes whichever channel the Client wants it to handle—then coordinates with other partner agencies to deliver the rest.

Of the original founding partners of Dyll, most have retired and are independently flexing their creative muscles in the fine arts of painting and book illustration closer to their hearts.

Renaming the company to Dyll 360 to further underscore its IMC specialization, President and CEO Claire Drueco-Lopez continues to sit at the helm and is Dyll-lighted to be working alongside new partners—who abide by the same strict strategic-thinking discipline dedicated to IMC. These younger spirits have enabled Dyll to branch out into digital advertising with its sister companies, iDyll, and ArmyDyllo for video and content creation.

Dyll believes, you don’t need to be big to think big. Thinking IMC can make any brand buzz louder.

Meet the Team

Our talents and experience are diverse, but at Dyll, we’re united by one thing: an overarching passion for excellent client service, superior strategic planning and creative development in the pursuit of integrated marketing.

CLAIRE DRUECO-LOPEZ

PRESIDENT & STRATEGIC PLANNING HEAD

Back in the 1980s, she joined J. Walter Thompson (JWT), Manila as a copywriter. A Journalism graduate of U.P Diliman, she was eager to flex her creative-writing muscle in the country’s then leading ad agency. JWT immersed her in its strategic planning discipline—in that long-ago and far, far simpler environment—where advertising budgets were focused around TV, radio and print media.

Even so, her exposure went far beyond traditional media because JWT was big. Two hundred+ people big. Able to handle everything from thematic advertising to below-the-line promotions and special projects, media planning and buying, research, talent casting and direct marketing. Claire got exposed to all these, winning numerous creative awards, while working with clients such as Unilever, Pepsi, Kodak, URC and many others.

She stayed on for a decade and a half, rising to the position of Vice-President and Executive Creative Director, before taking a breather from the hectic advertising life to become a full-time mother and happy herb gardener. She re-joined the fray when she and some former colleagues set up Dyll in 2004 and quickly got recognition for its nationwide buzz marketing campaigns.

Today, Claire continues to sit at the helm—renaming the company to Dyll 360 in 2018 to better capture its dedication to IMC and how far it has come from being a buzz marketing player. She is also an adjunct professor of the Communication departments of University of Asia and the Pacific and the Ateneo de Manila University–a side vocation that fulfills her in a different way, by instilling a love for the industry in the next generation of guardians.

KATS SIOZON

VICE PRESIDENT & CREATIVE Director

Once upon a time, a little girl named Kats walked into Dyll in a white sundress, her hair up in a disheveled bun, and with a voice so tiny, her interviewers needed to lean forward to hear what she had to say. They exchanged glances, shrugged, and decided to give her an artist’s test. They sat her in front of a Mac, and in her timid voice she admitted, she’d never used one before. Still, she took the test and passed.

That was a few weeks before she graduated Magna Cum Laude from the College of Fine Arts of U.P Diliman. On her very first day with Dyll, she designed a billboard for a multinational brand which was approved by a hard-to-please client at first pass.

For the next few weeks, she would present ideas to her bosses while peering from behind her broad-shouldered writer. Eventually, she learned to defend her own ideas, and several months later, the little girl got a tattoo.

In no time, she became our clients’ most-trusted and most-requested creative talent. Her inner strength soon spilled out into her personal pursuits. Though unable to swim, she became a surfer and is now a certified scuba diver. She has also garnered a Brown Belt in Brazilian Jiu Jitsu (BJJ) and has won two gold medals for the Philippines in the Asian Open in Japan. She is now the first and only female referee for Philippine competitions. In her free time, she supports the cause JABPH (Juan Against Bullying) conducting free seminars teaching kids and women how to defend themselves. All this as she sits as Creative Director of Dyll, handling big clients, big brands and big creative challenges.

Not bad, for a little girl.

KRISTINE PADOLINA

VICE PRESIDENT & INTERNAL SYSTEMS MANAGER

Kristine stepped into U.P. Diliman back in the 90s aiming for a Bachelor of Science Degree in Chemical Engineering. A couple of years in, she realized that chemicals embedded in all-too-many numbers were not what she was put on this earth for. So, she shifted to a course that would remedy her existential crisis and became a consistent college scholar, graduating with a degree of Bachelor of Science in Community Development. For several years, she dedicated her life to helping the under-privileged, working in various NGOs.

A single mother, Kristine soon realized that her own child could end up feeling under-privileged if she didn’t start earning a bit more. Her job hunt landed her on the doorstep of Dyll (we still had brick-and-mortar offices back then). Advertising was an entirely different world for her—filled with assertive account managers, loud creative people, and bosses who worked from home so they couldn’t see how fast she was getting overwhelmed. Within a week, she tried to quit.

The assertive account managers gathered around her in a comforting huddle, the loud creative people quieted down, and the bosses (who were in a production meeting with Clients that day) talked with her over the phone and explained everything that could possibly happen–to her happiness and fulfillment–through her camaraderie with the Dyllites who surrounded her then.

Kristine stayed. And more than a decade later, now serves as Dyll’s dictator, calculator, and memory bank. She knows the status of all projects, what everyone is doing, how much everything is, and where everyone is supposed to be. Seldom seen but always heard, Kristine is our Siri, Alexa and Jarvis rolled into one.