Philippines – ING Hubs Philippines has recently announced the appointment of Lana Macapagal as its new head of communications, brand and marketing communications, ushering in a fresh chapter for the organisation as it strengthens its brand presence in the Philippines.
With over 14 years of experience in branding and marketing communications, Macapagal aims to steer the organisation’s branding and communication strategies, aligning them with global objectives while harnessing local opportunities.
In an exclusive interview with MARKETECH APAC, Macapagal discussed her new role and unveiled a strategic roadmap aimed at strengthening ING’s position as a premier global capability hub and a top of employer of choice in the Philippines.
Banking on stories to boost visibility
Before joining ING, Macapagal was the PR lead for Asia-Pacific at Rakuten Viber, where she significantly influenced the company’s public relations and communication strategies throughout the region. Over her more than five years at Rakuten Viber, Macapagal also took on business development responsibilities, forging strategic partnerships with some of the most prominent and respected companies in Asia-Pacific. Prior to her tenure in the tech industry, she launched nationwide campaigns and promotions for retail brands, which she credits with honing her marketing communication skills.
For Macapagal, effective storytelling is a powerful tool in shaping a brand’s reputation. Her goal is to craft messages that deeply resonate with audiences and stakeholders, leaving a lasting and meaningful impact.
“By making sure our stories are authentic, compelling, and newsworthy, I aim to strengthen ING’s visibility and ensure our story reaches the right people in the most impactful way,” she expressed.
In her new role at ING, Macapagal’s top priorities include developing a unified brand strategy, driving innovative marketing initiatives, and crafting compelling narratives to strengthen ING’s stakeholder connections.
“By thoroughly understanding our audience, crafting a clear brand message, and ensuring consistent communications across all platforms, we can build a cohesive and powerful brand identity,” she shared.
Macapagal emphasised the importance of aligning the local brand strategy with ING’s global business strategy, ‘Growing the Difference.’ Through a deeper understanding of target audiences and a focus on consistent messaging across platforms, she aims to cultivate a cohesive and powerful brand identity.
She added, “In the past years, ING has already made the difference globally. How do we leverage this and continue grow the difference locally? This is one of the exciting challenges I am happy to take! “
Turning exits into opportunities
In 2022, ING announced its decision to exit the retail banking market in the Philippines, focusing solely on its wholesale banking business and global shared services operations in the country.
According to Macapagal, she views ING’s exit from retail banking not as a challenge but as an opportunity to re-establish the brand’s identity in the local market.
“ING Hubs Philippines started with only 27 employees in 2013 and is now at over 6,000 employees by the end of 2024. While shifting away from the very first digital retail banking in the Philippines may bring in some challenges, we’re in a strong position to succeed. Our strategic focus on shared services and wholesale banking positions us for more long-term success in the Philippines,” she stated.
Furthermore, Macapagal sees this as an opportunity to shift public perception, positioning ING not just as a bank but as a global capability hub and a top employer in the shared services industry, highlighting its strengths and values.
“While there are many well-established players in the industry, ING Hubs Philippines is rapidly catching up. ING Hubs PH has a unique value proposition for our people that sets us apart, along with a corporate culture that differentiates us from the competition,” she explained.
The company is experiencing significant year-on-year growth, both in terms of headcount and the complexity of its services. Over the past 11 years, the company has evolved from offering a few banking services to providing over 280 diverse services, ranging from wholesale banking to tech engineering, data analytics, regulatory services, and more.
“As a shared services organisation, ING Hubs Philippines is a valuable partner in enabling ING Bank’s strategy to grow the difference for customers worldwide. We want to do more business, with more customers, in more ways, with customer value and sustainability at the centre,” she said.
“Whether it’s developing an app to be used by customers worldwide or running operations on the foreign exchange markets, our work is transforming banking as we know it, touching the lives of millions and contributing to a safer financial system and society at large. It’s a great story to tell, and I am honoured and humbled to be part of shaping how we share it with the world,” Macapagal added.
She shared that they are now rolling out a comprehensive campaign that highlights ING’s competencies, people, culture, and value proposition for Filipino talent. Macapagal proudly shares that apart from the remarkable growth of ING Hubs PH, the company has the best work culture and people offer.
Banking on change to power the future
Macapagal believes the financial services landscape in the Philippines is rapidly evolving, driven by digital transformation. Key advancements include fintech, mobile banking, online payments, cloud computing, and data analytics, alongside the rise of virtual and hybrid work environments, all of which are reshaping how financial services are delivered.
She highlighted that these advancements present key opportunities for ING. Their strength in wholesale banking allows them to support large-scale businesses with tailored, tech-driven solutions. Additionally, as a global shared services hub in the Philippines, ING is also expanding its digital capabilities to create efficient processes, innovative services, and impactful work that contributes sustainably to society.
“By staying at the forefront of these industry shifts, ING can continue to build on its legacy and drive growth in this dynamic market,” Macapagal stated. “Trends are fleeting, and public attention will always shift to the newer, brighter, and shinier things that are fun for several minutes, until the next thing comes along. Few things are everlasting: purpose and intentions.”
Looking ahead, Macapagal shared that ING’s growth ambitions over the next three to five years are not only to be a top employer of choice but also to become a world-class talent magnet. To achieve this, ING plans to attract diverse talent from all career stages and backgrounds through a deliberate, international strategy.
She emphasised that ING will always prioritise purpose-driven branding that reflects their Orange Culture values and behaviours, ensuring it remains authentic, responsible, and honest.
“We want to attract people who feel connected to our brand and our culture and can contribute meaningfully to our purpose. Empowering people to stay a step ahead in life and in business is the brand purpose and will always be our guiding principle in everything that we do,” Macapagal concluded.
