A ruthenium(II) carboxylate catalyst, generated in situ from [RuCl 2 (p-cymene)] 2 and 1-phenyl-1-cyclopentanecarboxylic acid (PCCA) in the presence of K 2 CO 3 , allowed activation of the C-H bond in phenyl-substituted pyrimidines and their direct functionalization with both electron-deficient and elec-