Security Bank Corporation (SBC) bagged the award for Best Brand Program in the first-ever Bank Marketing Awards (BMA) organized by the Bank Marketing Association of the Philippines (BMAP). The event, which was attended by senior executive officers and leaders of BMAP member-banks, was held on August 28 at the Jonathan Y. Dy Hall of SBC’s head office in Ayala Avenue.
Bangko Sentral ng Pilipinas (BSP) Governor Amando M. Tetangco, Jr. was keynote speaker during the event.
Rebranding initiative
SBC won the coveted Best Brand Program award for its rebranding initiative in 2014 with an integrated marketing and multi-media advertising campaign that introduced a revitalized brand identity and the new service promise of BetterBanking.
The campaign is in line with the bank’s move to strengthen its retail banking business, which entailed process improvements and product and service innovations that created a customer-centric banking experience for its clients.
SBC President and CEO Alfonso Salcedo, Jr. cited collaboration and focus as key factors that determined the campaign’s success.
Collaboration
“This award is the fruit of the collaborative efforts of the different groups in our organization,” he said. “The success of the campaign is the product of our collective ability to translate strategy and creative ideas into results through proper execution, focusing on our commitment to deliver a superior customer experience.”
Nominees also vied for awards in the following categories: Best Product Program, Best Electronic Delivery Channel, Best Program in Social Media, Best Financial Inclusion Program, and Best Kiddie Savings Program. For each of the six categories, entries were meticulously screened and scored based on a criterion of strategy, execution, creativity, and results.
Other awards
Judges were composed of independent marketing experts which included renowned professionals in their respective fields; namely, Cultural Center of the Philippines Chairperson Emily Abrera, BSP Director for Corporate Affairs Fe dela Cruz, past BMAP President and current BSP consultant Max Edralin, Asian Banker Associate Director Christian Kapfer, and marketing guru Dr. Ned Roberto.
SBC’s rebranding campaign also made distinctions recently in the Asian Banking & Finance (ABF) Awards 2015 when it took home the award for ‘Philippines Advertising Campaign of the Year’ (Retail Banking Awards). ABF also recognized SBC as ‘Philippines Domestic Foreign Exchange Bank of the Year’ (Wholesale Banking Awards). The bank is pursuing long-term plans to expand its retail banking business while continually upholding its brand promise of BetterBanking. (Press Release)
