December 5, 2025 l The Manila Times
At the 6th Bank Marketing Awards, organized by the Bank Marketing Association of the Philippines (BMAP), I felt the spark of anticipation that always comes when the industry gathers not just to celebrate wins, but to honor progress.
Bangko Sentral ng Pilipinas (BSP) Deputy Governor Bernadette Romulo-Puyat delivered a message that struck me deeply. She talked about how marketing in banking is now inseparable from responsibility, trust, and national development. She reminded that every campaign has the power to strengthen or weaken public confidence, and that banks must carry this responsibility with intention.
BMAP president Eric Montelibano said the awards recognize not only creativity but genuine contribution to customers and communities, a message that echoed the invitation for me to help judge this year’s edition.
Alongside fellow judges — BSP Deputy Governor Chuchi Fonacier, Norman Agatep, and Rory Tolentino — I knew we were in for a rigorous review cycle. Some 13 participating banks and more than 50 entries required careful thought.
But what stayed with me was not the volume, but the pattern emerging across the submissions. As I went through videos, reports, and supporting documents at night, I noticed how the industry has moved beyond product-driven thinking.
Banks are now competing through purpose, empathy, digital empowerment, and sustainability. They are reshaping into partners in everyday life, not just institutions that handle transactions.
Human-centered design appeared everywhere. I saw programs built around real stories: farmers seeking guidance, teachers navigating financial uncertainty, young professionals dreaming of stability, micro-entrepreneurs trying to scale their ventures. These weren’t abstract personas. The campaigns felt grounded in lived experiences.
Many banks simplified processes for underserved groups and strengthened high-touch support even within digital interfaces. It showed a genuine shift toward understanding people, not just marketing to them.
Digitalization, on the other hand, has matured into something more meaningful. Instead of simply pushing technology forward, banks used digital tools to remove barriers. There were mobile-based investment journeys that made first-time users feel confident. There were chat-driven channels that blended speed with reassurance. Paperless onboarding, eco-friendly workflows, and digital payment solutions extended financial inclusion across age and geography.
Sustainability also played a vital role. I reviewed entries that treated environmental consciousness as a deep commitment, rather than a decorative gesture. Some banks redesigned products using recycled materials. Others reduced their carbon footprint by shifting entire service journeys online. A few partnered with environmental groups and embedded sustainability into employee culture and customer participation.
Community empowerment, too, showed up strongly. Banks reached out to microentrepreneurs, families in remote towns, cooperatives, and schools. They invested in financial education, community banking, and reward platforms that encouraged better financial habits.
In the end, what tied everything together was trust. Each entry, in its own way, tried to deepen it — whether through transparency, better service recovery, safer digital flows, or personalized support. It’s clear the industry understands that trust is not given, but built repeatedly through every interaction.
Winners
When the winners were finally announced, I felt proud of them. Their work rose to the top because it blended creativity with purpose, insight with execution, and heart with measurable impact. My warm congratulations go to:
LandBank – “LandBank Agrisenso Plus Lending Program & ASCEND,” Best Product Program. A strong example of how a bank can uplift the agricultural sector by meeting farmers where they are and giving them structured pathways toward growth.
BPI – “Do More with BPI,” Best Brand Program. A campaign that captured how a bank can empower customers to move with confidence in a fast-changing world.
RCBC – “RCBC Pulz,” Best Electronic Channel Program. A smart digital platform that makes everyday banking fluid, intuitive, and engaging.
Chinabank – “My CBC Video,” Best Program in Digital Marketing. A fresh and relatable way of communicating value and building affinity with both new and long-time customers.
RCBC – “RCBC DiskarTech,” Best Financial Inclusion Program. A powerful reminder of how technology can bridge gaps for unserved and underserved Filipinos.
RCBC – “Barangayan Banking by RCBC ATM Go,” Best Customer-Centric Product or Service. A thoughtful solution that brought banking closer to communities through partnerships and practical innovation.
RCBC – “Sustainability Matters Campaign & RCBC x Haribon Partnership,” Best Sustainability Drive. A meaningful effort that ties financial services to environmental stewardship and long-term ecological care.
The industry is changing fast, but in the right ways. And being part of this journey — as judge, observer, and advocate — remains one of the roles I value most.
***The views expressed herein are his own and do not necessarily reflect the opinion of his office as well as FINEX. For comments, email rey.lugtu@hungryworkhorse.com. Photo is from Pinterest.