Merlee Jayme launches Jayme Headquarters to champion neurodiversity

Merlee Jayme, one of Asia’s most celebrated creative leaders, has launched Jayme Headquarters (Jayme HQ), an agency that aims to create opportunities for neurodivergent creative talent in the advertising industry. 

Earlier this year, Jayme was recognised as Campaign Asia-Pacific's 2024 Diversity and Inclusion Champion and the launch builds on her work with The Misfits Camp, a training initiative she founded in July 2023 to upskill neurodivergent and deaf individuals for careers in creative industries.

Jayme HQ brings together a team of seasoned industry leaders as co-founders, including Edg Samson as chief client officer, Nikki Golez as creative director, JR Ignacio, former digital innovation lead at Dentsu and BBDO Singapore, Kheng Masangkay as finance manager, and Alex Cataluña as art director.

Sam Alapan, a professor at The Mint College Philippines, will head The Misfits Camp, which will continue to operate alongside the agency, ensuring a steady pipeline of neurodiverse talent.

Jayme, who left her role as Dentsu APAC chief creative officer in June 2022 after more than six years, is best known for founding DM9 Jayme Syfu, the agency that brought home the Philippines' first and only Cannes Lions Grand Prix. DM9 Jayme Syfu was acquired by Dentsu in 2016 and later merged with Dentsu Jayme Syfu.

"After years of training and witnessing the incredible potential within the neurodiverse community, I'm thrilled to open an agency where their talents can shine, allowing them to have a career," Jayme said. 

The launch marks an important move in APAC's advertising landscape, where initiatives focusing on neurodiversity remain limited. While major networks have introduced diversity programs, few agencies are structured specifically around neurodivergent talent.

JHQ positions itself as both a commercial creative agency and a platform for traditionally underrepresented creative talent, with its founders bringing personal experience with neurodiversity to their roles.