Banking on the Future / by Eric Montelibano / First published on BusinessMirror, March 20, 2025
Today marks the start of a new weekly column in the BusinessMirror titled “Banking On the Future,” a BusinessMirror collaboration with the Bank Marketing Association of the Philippines (BMAP).
The BMAP is an organization of banking institutions that celebrated its 50th year in 2024 with the theme “Tradition to Transformation.” Now on its 51st year, BMAP continues to transform as a more relevant organization.
The banking industry has evolved from piggy banks to e-wallets, passbooks to mobile phones, physical to online transactions, and more. The BMAP has to evolve and look into the future.
As a conduit of information for the Bangko Sentral ng Pilipinas (BSP), the BMAP’s role is communicating innovation, growth, digital transformation, financial inclusion, consumer protection and sustainable banking. With the growing population getting younger, “Banking on the Future” is apt as this also refers to modern ways of banking and, most of all, “banking on” and looking forward to help shape a better financial environment for Filipinos through information.
The BMAP’s Mission is to upskill and provide bank marketing professionals with the latest trends and best practices responsive to evolving customer needs while providing strong regulatory linkage to promote financial literacy and consumer protection. It also aims to recognize outstanding brand and marketing campaigns and projects of financial institutions through the biennial BMAP Bank Marketing Awards program. The BMAP also launched the Bank Marketing Academy with the Asian Institute of Management to offer Bank Marketing Professional programs.
BSP Collaboration
BSP Governor Eli M. Remolana Jr. administered the Oath of Office for the 2025 Board of Trustees and Officers of the Bank Marketing Association of the Philippines on March 6, at the BSP headquarters in Manila. Prior to the induction, the Governor talked with the new BMAP Board and discussed future collaboration with projects and communications from the BSP.
The new BMAP Board met with BSP Director and Corporate Affairs Office Head Jay Edward D. Amatong and BSP Communication Office OIC-Director Michelle Evaresta V. Remo to review the performance and areas of improvement of the 2024 projects conducted, and further discuss plans and initiatives for 2025. Among the collaboration projects are learning sessions, information campaigns, and continuing the “COINversations” project.
Comprising the Officers of the 2025 BMAP Board are: Eric H. Montelibano (Citystate Savings Bank), president; Catherine Rowena “Peewee” B. Villanueva (Land Bank of the Philippines), vice president; Judith C. Songlingco (Philippine Business Bank), secretary; Janette Y. Abad Santos (BPI Direct BanKo Inc.), treasurer; and, Emmanuel Mari K. Valdes (Rizal Commercial Banking Corp.), auditor.
The 2025 Trustees include the following: Mai Gacilo Sangalang (Standard Chartered Bank) as Director for Industry Relations, Banking Code, and Financial Inclusion; Chairell Winston C. Almendras (Bank of the Philippine Islands) as Director for Programs; Aileen Vallesteros (China Banking Corp.) as Director for Membership; Miguel Angelo “Mike” C. Villa-Real (Philippine Veterans Bank) as Director for Publicity and Digital Marketing; Hazel Marie L. Ludovice (BDO Unibank Inc.) as Director for Ways and Means; and, Maria Luz “Yayu” E. Javier (Avanza Inc.) who continues to serve as Election Chair.
For more information, visit www.bmap.org.phorhttps://facebook.com/BankMarketingAssociationPH.
Eric Montelibano is consultant of Integrated Marketing and Communications at Citystate Savings Bank and the president of the Bank Marketing Association of the Philippines. He can be reached via erichmontelibano@gmail.com.
The writer’s views and his written piece do not necessarily reflect those of the BusinessMirror and the BMAP.