Manila, Philippines – Maya, the newly rebranded and one of the leading financial superapps in the Philippines, has named IPG Mediabrands’ media agency Initiative as its media agency of record. The win followed a multi-agency pitch in October 2022.
Initiative Philippines will be heading Maya’s integrated media mandate. This includes business analytics, audience understanding, media strategy, planning, offline, and full-funnel digital performance activation for the consumer and business segments of the total Maya portfolio.
“2022 was a tremendous year of brand and business growth as we relaunched from PayMaya to Maya, but the work has only just begun. With even greater ambitions in 2023, we must ensure that all our capabilities across the board are on the cutting edge,” said Pepe Torres, chief marketing officer of Maya.
He also added that Initiative proved to be the right media partner for Maya for being just as invested in its success as they are and being philosophically aligned with their “cultural velocity proposition.”
Paul Atienza, managing partner at Initiative Philippines also said, “Maya is a bold tech maverick that continues to stretch the limits and defy conventions in helping Filipinos make bolder financial choices. We could not be more thrilled to partner with them, driving Cultural Velocity to further protract growth for the Maya brand in years to come.”
Melody Laogan, managing partner at Initiative Philippines added, “This win is a testament to Initiative’s culturally driven and outcome-focused approach to integrated strategic planning. We share the same values with Maya, of being fearless, bold, and progressive. We are excited to raise the bar together.”
Initiative Philippines’ appointment is effective January 2023.
Last May, Paymaya rebranded as Maya with the aim to be known as an all-in-one finance platform for individuals and enterprises.
Maya Bank’s parent firm Voyager Innovations has also previously boosted its total valuation to unicorn plus status.
