What is BMAP?
The Bank Marketing Association of the Philippines (BMAP) is an organization of banking and related financial institutions that seeks to upgrade the practice of bank marketing in the country.
BMAP was organized on February 27, 1974, and duly registered with the Securities and Exchange Commission on August 19, 1974, as a non-stock, non-profit organization.
BMAP celebrated its 50th anniversary in 2024 and continues to elevate the practice of bank marketing and communications through financial education and literacy, industry collaboration, and collective participation, and by recognizing outstanding brand and marketing campaigns and projects of financial institutions through the biennial BMAP Bank Marketing Awards program.
BMAP also launched the Bank Marketing Academy with the Asian Institute of Management (AIM) to offer Financial Marketing Professional Programs leading towards a certification program for practitioners. As of March 2025, BMAP has 26 banks and associate members.
BMAP works closely with the Bangko Sentral ng Pilipinas (BSP) and other industry associations to undertake programs and activities that enhance and promote the welfare of the banking industry and its customers. BSP and the BMAP have been jointly promoting financial education and inclusion among Filipinos, the youth, and students through various programs such as Banking On Your Future, BSP Reaches Out (Project BRO), BSP Annual Financial Education Expo, and information campaigns to protect and educate the general banking public on cyber security and fraud, secure use of electronic banking, and consumer protection among others.
What are its objectives?
BMAP aims to:
- Develop, support, and implement educational programs so that those engaged in bank marketing may advance their professional skills and abilities.
- Develop, support, and implement training programs to promote marketing discipline and regulatory compliance among bank personnel at all levels.
- Devise and implement methods to determine and satisfy public needs and improve relations with the public served by the banking institutions.
- Collect and disseminate information for the banking community to further these objectives.
- Provide opportunities to exchange information through meetings and seminars, and cooperation with other related associations, agencies, and societies.
- Undertake other programs and activities to enhance and promote the welfare of the banking industry, the profession of bank marketing, and the social and economic priorities of our country.
How are these objectives attained?
BMAP conducts various activities in line with its objectives. These include:
- General Membership Meetings (GMMs). Held monthly and feature guest speakers who discuss various aspects of and issues affecting bank marketing.
- Fellowship gatherings. Held to foster bonding, promote camaraderie and exchange of ideas among bank marketers.
- Seminars, workshops, and other learning events. Training seminars, workshops, and related activities on bank marketing and other related topics are periodically held and attended by BMAP members, as well as other officers and staff of BMAP member-banks.
- National Convention. Since 1994, BMAP has been organizing its biennial national conventions with local and foreign speakers speaking about banking trends, technology, and strategies. This activity puts in focus BMAP’s critical role in the advancement of bank marketing.
- Marketing Intelligence. Via BMAP’s website and social media channels.
Vision and Mission
Vision
We will be the leading organization to champion financial education, consumer protection, and sustainable banking through proactive and sound marketing practices, abreast with international trends and standards.
Mission
We aim to upskill financial marketing professionals with the latest trends and best practices, responsive to evolving customer needs, and provide strong regulatory linkage to promote consumer protection and sustainable banking practices.
Key Projects
BMAP Bank Marketing Academy
A project with the Asian Institute of Management (AIM) that provides a series of program courses to elevate the skillset of financial marketers and lead towards a Financial Marketing Professional Certification. The initial program is scheduled for June 28, July 5, 12, 19, and 26, 2025.
Bank Marketing Awards
A biennial recognition for outstanding brand and marketing campaigns and projects of financial institutions. The 6th Bank Marketing Awards is slated for 2025 and will include 7 program categories:
- Best Product
- Best Brand
- Best Electronic Channel
- Best Program in Digital Marketing
- Best Financial Inclusion Program
- Best Customer-Centric Product
- Best Sustainable Drive
COINversation Series
A project in collaboration with the BSP that provides information on Philippine numismatics and other relevant topics.
BSP Communications
BMAP works closely with the BSP to communicate various information including but not limited to financial education, consumer protection, fraud, cybersecurity, new bank notes, and other related topics. This intends to present the deep and rich the history of Philippine money and banking.
Learning Sessions
As part of our continuing education program for bank marketers, BMAP conducts learning sessions among member banks and related institutions, to provide updates and information that are relevant to bank marketing practitioners.
General Membership Meetings
Quarterly meetings to communicate relevant topics and developments including economic briefings, technology and security updates, the latest banking trends, sustainability, and consumer protection.
Special Projects
These include events, tradeshows, and other industry-driven initiatives.