By Mai Gacilo Sangalang · August 14, 2025
AS marketers, imagine not getting recognized for our campaigns and being questioned for expenses without direct impact to brand building or business’s bottom line. We are frequently challenged to demonstrate the value of marketing efforts through measurable results.
We live and thrive in extended work hours, crunch time for multiple and simultaneous deadlines, and internal pressures. We fight for market share, calculate and commit to return on investment and key performance indicators, deliver high-impact and high-performing brand and marketing campaigns.
In this line of work, validation of our invaluable (but at times unquantifiable) contributions to our organizations is equally important. After all, brand and marketing help drive sales and business success. A strong brand creates awareness, contributes to consideration, generates leads, usage and purchases.
Our work matters.
Awards and recognition are powerful brand image boosters. Awards serve as proof points of an organization’s excellence, credibility, reputation and leadership. They are external, organic brand endorsements that confirm the quality and impact of a company’s products, services and initiatives. It’s a strong competitive advantage and differentiator. For marketers, these are compelling affirmation for our programs and campaigns, and also serve as benchmark for industry standards and best practices.
This week, the Bank Marketing Association of the Philippines (BMAP) opens nominations for the 6th year of its biennial “Bank Marketing Awards” (BMA).
The BMA aims to promote bank marketing excellence and recognize outstanding bank marketing practices in keeping financial institutions responsive to the needs of the industry and the banking public. It has become synonymous with recognizing financial institutions that demonstrate commitment to advancing innovation, creative execution, raising awareness on consumer education and protection, creating positive customer experience and value, and making banking affordable and accessible to financial consumers.
In partnership with the Bangko Sentral ng Pilipinas and the Financial Sector Forum, this year’s BMA has seven categories: Best Product Program; Best Brand Program; Best Electronic Channel Program; Best Digital Marketing Program; Best Financial Inclusion Program; Best Customer-Centric Product or Service; and, Best Sustainability Drive.
The BMAP will accept nominations until September 26. The 5th BMA in 2023 generated the most number of entries and we hope to see more participating banks and receive more submissions this year.
Winning an award is more than just a trophy to brag about; it is a testament to creativity, innovation and results. It’s our chance to showcase our programs and campaigns that introduced fresh ideas, resonated with target markets and delivered measurable impact.
Yes, we don’t usually seek the limelight, but it won’t hurt if, occasionally, we get the spotlight that we deserve.
To learn more, visit the BMAP on Facebook or email bmapsecretariat@gmail.com.
Industry welcomes new DG for financial supervision
FINALLY, it’s official and the banking industry is happy to welcome a new Deputy Governor (DG) for Financial Supervision Sector (FSS). DG Lyn Javier has just been announced to lead the BSP in supervising financial institutions in line with its mandate of promoting financial stability.
Governor Eli Remolona administered her oath of office last Monday, succeeding former Deputy Governor Chuchi Fonacier who retired recently. Aside from banking supervision, the BMAP works closely with the FSS for initiatives championing financial inclusion and education, microfinancing, digital finance and financial technology, among others.
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Mai Gacilo Sangalang is the immediate past president of BMAP and currently its Director for Industry Relations, Banking Code and Financial Inclusion. Sangalang is the Head of Corporate Affairs, Brand and Marketing of Standard Chartered Bank Philippines. She can be reached by emailing maigsangalang@yahoo.com.