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PNB Receives the Best Brand Initiative Award in Philippine Country Awards for 2017

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PNB Receives the Best Brand Initiative Award in Philippine Country Awards for 2017 TAB International Pte Ltd 10, Hoe Chiang Road, #14-06 Keppel Tower, Singapore 089315 Tel: (65) 6236 6520 Fax: (65) 6236 6530 www.theasianbanker.com Press Release Embargoed for 6th October 2017 PNB receives the Best Brand Initiative award in Philippine Country Awards for 2017 • PNB recognised the need to re-establish itself in the market • The bank initiated a series of strategically-designed marketing campaigns • PNB’s “You First” campaign increased the bank’s auto and home loans bookings for 2016 Makati, Philippines 6th October 2017— PNB received the Best Brand Initiative award in Philippine Country Awards for 2017 at The Asian Banker’s Future of Finance in Philippines Awards Programme 2017. The awards ceremony was held in conjunction with the region’s most prestigious retail banking event, the Future of Finance in the Philippines, at the Fairmont Makati on October 6, 2017. PNB recognised the need to re-establish itself in the market Acknowledging the need to revitalise PNB’s image and position itself in the local and international market, the bank launched a campaign to introduce its new branding which is “You First”. Through the campaign, the bank crafted personalised financial solutions in order to transform its image from a government institution to that of a dynamic private universal bank and provider of financial services for customers of all generations. The bank initiated a series of strategically-designed marketing campaigns PNB conducted a focus group discussion to aid the thematic direction of its new branding campaign. It chose celebrity endorsers such Dingdong Dantes and Marian Rivera-Dantes, and James Reid and Nadine Lustre to embody the customers in their journey of firsts with the bank. These marketing efforts were implemented in a complementary and 360-degree multi- media campaigns on TV, radio, print, online and on-ground. The bank’s “You First” campaign increased the bank’s auto and home loans bookings for 2016 The bank has generated positive impact with the launch of its brand initiative. Its financial performance became stronger in 2016 as its total home loan bookings increased by 42%, while total auto loan bookings increased by 49%. In addition, total number of new accounts opened in 2016 increased by 13%. Meanwhile, it also saw an improvement in employee disposition, client satisfaction and acquisition. About 200 senior bankers from award-winning banks in 25 countries in Asia Pacific, Middle East and Africa attended the Excellence in Retail Financial Services Convention, which recognises banks’ efforts in bringing superior products and services to their customers. The awards programme, administered by The Asian Banker and refereed by prominent global bankers, consultants, and academics, is the most prestigious of its kind. A stringent evaluation process across three months based on a balanced and transparent scorecard determines the winners of The Asian Banker International Excellence in Retail Financial Services Awards, and the positions of various retail banks in the region. About The Asian Banker The Asian Banker is the region’s most authoritative provider of strategic business intelligence to the financial services community. The company is headquartered in Singapore, with offices in Manila, Malaysia, Hong Kong, Beijing, and Dubai, as well as representatives in London, New York, and San Francisco. It has a business model that revolves around three core business lines: publications, research services, and forums. For more information please contact: Ms. Janine Marie Crisanto Research Manager Tel: (+632) 985 1551 [email protected] www.theasianbanker.com Mr. Foo Boon Ping Managing Editor Tel: (+65) 6236 6526 [email protected] www.theasianbanker.com The Asian Banker International Excellence in Retail Financial Services Awards 2017 Page 2 of 2 .
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