Tag: Philippines

Amidst the many Asia-Pacific winners from Cannes Lions this year, the Philippines had a handful of winners, including for the campaign ‘This is an IKEA Store’ by IKEA alongside Ogilvy Philippines. Said campaign won a Silver Lions for the Media Category under the Single-Market Campaign section. For context, this campaign integrated IKEA’s physical products into diverse public locations, allowing consumers to check out the store’s catalogue on their mobile devices.

For our next Top Story feature, we recently spoke with Mona Nazario-Garcia, managing director for advertising, brand and content at Ogilvy Group Philippines to better understand their work with IKEA, the results the campaign had across Filipino consumers, and what can we look forward between IKEA and Ogilvy for campaigns in the future.

Making IKEA more accessible to Filipino consumers

It is worth noting that IKEA opened its largest store in the country back in 2021–encompassing 730,000 square foot of space and is located in Pasay City, Philippines. Despite all of this, the popular Swedish brand was still unable to reach to Filipino consumers, with many saying that the store is too far away from them.

With that in mind, an idea came to life: what if IKEA brought not only its store but also the experience much closer to Filipino consumers?

“‘This is an IKEA Store’ was born from a simple truth: despite having the biggest IKEA store in the world, the Philippines’ complex geography made it difficult for Filipinos to reach our store. We realised that if people couldn’t come to IKEA, we had to bring IKEA to them. This sparked the idea of turning everyday locations into interactive IKEA showrooms, by strategically placing IKEA products in public spaces with QR codes for easy purchase. We recreated the IKEA shopping experience in 927 locations, both online and offline. This not only made IKEA more accessible but also brought the brand closer to the hearts of Filipinos,” Mona said.

She also stressed the importance of accessibility not only physically but also digitally, given how many Filipinos are digitally connected, hence they added an e-commerce aspect with the campaign to highlight the brand’s accessibility to Filipinos.

“We recognised that accessibility is crucial in the Philippines, where traffic and transportation can be challenging. The rise of e-commerce also highlighted the need for a strong online presence and a way to combat unauthorised online sellers. By tapping into Filipinos’ love for experiential shopping, we created a campaign that was immersive, shareable, and personalised, ultimately driving traffic to IKEA.ph and building trust with consumers,” she added.

Understanding the campaign’s impact to Filipinos

As the campaign rolled out in various places in the country, ranging from coffee shops, beaches, camping spots, salons, to even gyms–Ogilvy Philippines noted that the “This Is An IKEA Store” significantly boosted IKEA’s presence in the Philippines by making the brand more accessible and relatable. 

“The campaign’s success is evident in the 30% increase in e-commerce transactions and 8% growth in website revenue — an all-time high for IKEA.ph. This success, along with the Silver Media Lion win at the Cannes Lions International Festival of Creativity, solidified IKEA’s position as a forward-thinking brand,” Mona said.

She further added that from a branding perspective, the campaign positioned IKEA as a creative and consumer-focused brand in the Philippines.

“The campaign’s reach, with over 46 million impressions, and high engagement rates demonstrated strong consumer interest. From a consumer perspective, the campaign tackled the accessibility issue, resulting in a 14% increase in new website visitors and a 30% increase in e-commerce transactions,” she said.

When we asked what we can expect more from IKEA and Ogilvy PH in terms of new local campaigns in the Philippines, Mona said that IKEA and Ogilvy will continue to push boundaries. 

“We owe it to the legacy of the IKEA brand to keep striving for creative and effective excellence. We’re committed to bring IKEA closer to Filipinos, through dialed-in data-driven work, and our goal is to deliver impactful campaigns that resonate with our audience and drive meaningful results,” she concluded.

Manila, Philippines – Regional omnichannel womenswear brand Love, Bonito is expanding internationally with its first permanent store in Metro Manila, the Philippines. Spanning over 2,000 sqft, the store primely located at the premium Greenbelt 3 Mall and its opening was graced by spokespersons from the Ayala Corporation. 

The announcement comes off the back of the brand’s rebranding and assortment revamp this March, and further hones in on its brand vision to be the go-to destination for Asian women globally.

True to its brand ethos of embracing the realness and rawness of life, Love, Bonito’s new retail store exudes elegance effortlessly with its open ceilings, textured white walls and warm dark woods accents. Beyond its interior design, the store is also created for a smooth and comfortable shopping experience. 

Customers can also look forward to Love, Bonito’s three key lines: the evergreen Signatures and Staples collection, and its summer-appropriate capsule collection. 

Dione Song, chief executive officer at Love, Bonito, said, “We know the malling culture is huge here in the Philippines and we’re excited to finally put down our roots. We have received overwhelming support from the Filipina community, experiencing 90% YoY growth last year solely through online orders. Based on customer data gathered across both digital and physical touchpoints, we’re finally launching our first brick-and-mortar store, with unique elements that cater to the Filipina customer.”

Meanwhile, Rachel Lim, co-founder at Love, Bonito, commented, “After five years of shipping to the Philippines, we’re thrilled to announce the opening of our very first permanent store here. Over the years, we’ve cherished every connection made through events and collaborations and are deeply inspired by the warmth and support of the community. With our upcoming physical store, our Filipina customers can now experience our collections firsthand, join workshops, styling sessions, and be part of our vibrant community events.”

Love, Bonito started out as a digitally native blogshop BonitoChico, on a Livejournal platform selling pre-loved apparels, and officially rebranded to Love, Bonito in 2010. To date, Love, Bonito has over 20 stores internationally, across Singapore, Cambodia, Hong Kong, Indonesia, Malaysia, and the Philippines. 

Most recently, the brand opened its 7th store in Singapore at Tampines 1 shopping mall, and its first rebranded pop-up in Hong Kong’s K11 Art Mall. 

Manila, Philippines – Local coffeeshop chain PICKUP COFFEE has tapped seasoned industry leader Francis Flores as its president and country CEO amidst the company’s continued growth in the country and tapping into a growing coffee market locally.

In an exclusive conversation with MARKETECH APAC, he stated that his role will focus on driving PICKUP Coffee’s brand equity by emphasising value-for-money offerings without compromising quality.

He also added that the goal is to build a brand that resonates deeply with Filipinos by offering exceptional coffee at an accessible price point.

“We aim to expand our footprint strategically across the country, leveraging data-driven insights to optimise our store locations and operational efficiencies. Embracing tech innovations, like our app for convenient ordering and loyalty rewards, will also be key in enhancing the overall customer experience” he stated.

Blending sales and marketing leadership to boost growth

Flores is no stranger to said roles, as he has around 27 years of sales and marketing leadership experience spanning FMCG, QSR, and telco industries. He was most recently the senior vice president and business unit head for mobile and consumer wireless business at SMART Communications, where he was responsible for achieving revenue, market share, brand equity, CX, and profit targets for the company.

Before SMART Communications, Flores spent 14 years with Jollibee Food Corporation (JFC) where he held multiple marketing leadership roles for some of the company’s restaurant brands including Chowking and Greenwich and other regional roles. He then spent six years as the global brand and chief marketing officer for JFC, as well as as JFC Philippines’ country marketing head.

He had also a decade of experience at Unilever where he first started his career journey. At the company, he served in manager-level roles for the Philippines until he was named the regional brand director for Unilever’s deodorant brand for males–Axe–in Asia.

“My extensive experience in sales and marketing at Unilever has given me a deep understanding of consumer behaviour and brand management, which I’m leveraging to strengthen PICKUP Coffee’s market positioning. Additionally, my leadership roles as President of Dunkin in China and Highlands Coffee in Vietnam have provided me with invaluable insights into scaling businesses in diverse and competitive markets,” he explained.

He added, “My experience leading consumer-centric campaigns at Jollibee and SMART has also given me a deep understanding of how to connect with the Filipino market on an emotional level. These experiences enable me to approach PICKUP Coffee’s growth with a strong strategic foundation, ensuring that we can expand rapidly while maintaining brand experience and operational excellence.”

Flores also remarked how the key learning that he brings to the company is an obsession with delivering an exceptional customer experience. For him, he witnessed during his time at Jollibee how putting the customer at the heart of every decision drives loyalty and growth. Meanwhile, during his time at SMART, he learned the importance of leveraging technology to create seamless and enjoyable customer interactions. 

“These experiences taught me that a relentless focus on customer satisfaction is crucial. At PICKUP Coffee, I’m implementing these principles by ensuring we’re not just offering coffee, but creating moments that delight our customers every day,” he said.

Navigating F&B industry challenges as a marketing leader

For Flores, one major challenge in the industry is the evolving consumer behaviour post-pandemic, where there’s a heightened focus on value and convenience. Moreover, he opportunity lies in tapping into the digital transformation that has accelerated in the F&B industry. 

“Brands that can effectively use digital platforms to enhance customer engagement, streamline operations, and offer personalised experiences will stand out. For PICKUP Coffee, this means enhancing our digital presence and creating more touchpoints for customer interaction,” he said.

When asked about trends in the F&B scene this year and beyond, he stated that in 2024, they will see consumers becoming more conscious and discerning about their purchasing decisions, with a greater emphasis on the value they receive. 

“There will be a growing demand for transparency, quality, and personalised experiences. At PICKUP Coffee, we’re focused on meeting these expectations by offering high-quality coffee at an accessible price point, ensuring consistency across all our outlets, and leveraging digital platforms to provide personalised, convenient experiences. By doing so, we aim to build strong, lasting relationships with our customers,” he concluded.

Manila, Philippines – Independent creative agency GIGIL has released an official statement, apologising in regards to its involvement in the controversial ‘Gil Tulog’ campaign done for the melatonin supplement brand Wellspring.

In a statement, GIGIL said that they recognise the issues caused by their recent campaign, adding that even as all the necessary permits and clearances were secured, their approach had resonated differently and so the campaign was immediately discontinued.

“Understanding the distress the project caused, we have personally reached out to members of the Puyat family to convey our regrets and express our respect for former Senate President Gil Puyat’s legacy,” the agency said.

The agency also added that it will be putting in place more stringent measures to ensure this type of incident does not happen again.

It should be noted that the Advertising Standards Council (ASC) of the Philippines and the Association of Accredited Advertising Agencies – Philippines (4AS Philippines) have released separate statements regarding the campaign, expressing their dismay on the campaign execution and promising a thorough investigation related to the overall execution of the campaign.

The controversial ‘Gil Tulog’ campaign was met with dismay and frustration by the general public, especially the family of the late Senator Gil Puyat–to which the Gil Puyat Avenue was named after and became the subject of the campaign.

Following the incident, Victor Puyat–son of the late Senator–had filed a complaint with the Ad Standards Council and asking that the agency who did the campaign–relatively undisclosed as of this writing–be either ‘suspended or banned’.

However, this was not the first time GIGIL came under fire for its creative work–known to always go the tongue-in-cheek route.

In 2021, 4AS Philippines suspended GIGIL’s membership following the release of its controversial ‘Pandemic Effect’ campaign done alongside the Belo Group. In the campaign, it featured a woman watching a barrage of news while her appearance changes: the skin under her eyes darkens, gets acne, grows facial and body hair, and gains weight. The general public has called out said ad, stating that it was ‘tone deaf’ and body-shamed women in the middle of the pandemic.

Manila, Philippines – Wellspring, a brand that offers gummy supplements, has recently apologised over its recent ‘Gil Tulog’ outdoor advertising campaign following order from Makati City Mayor Abby Binay to take down the ads–after being called out by the public for the insensitivity of the campaign.

The campaign ‘Gil Tulog’ was aimed at doing a wordplay on the known Gil Puyat Avenue in Makati City–named after the late Senator Gil Puyat, who served as a senator from 1951 and took the role of Senate President from 1967 up until 1972 when President Ferdinand Marcos shut Congress down following the implementation of Martial Law.

In the statement, Wellspring said that they made a misstep in their campaign and are ‘sorry’. They have also complied with the city’s orders to take down the ads in the city and promised to practice better sensitivity in their campaigns moving forward. 

“It was never our intention to offend anyone in our marketing execution which used wordplay to draw attention to the importance of sleep and how it contributes to one’s overall health,” the company said.

It has also apologised to the family of the late Senator Gil Puyat for the harm and offense that the campaign has caused them. 

“Rest assured that there was no intent to besmirch and disrespect his legacy,” the company said.

They have also extended their apology to Makati City Mayor Abby Binay and the people of Makati for this campaign’s misstep.

Prior to Wellspring’s apology, Mayor Binay had ordered the take down of the ad signs, saying that she wasn’t aware of how this campaign got approved. She also said that the city officials who had approved the campaign were already reprimanded for this ‘glaring oversight’.

“It is unfortunate that the request for a permit for the so-called advertising campaign to change the street signs of Gil Puyat Avenue did not reach my office. The city officials who issued the permit should have exercised prudence. They should have been more thorough,” the mayor said.

Earlier this week, netizens took notice of how various signages of Gil Puyat Avenue were changed to ‘Gil Tulog Avenue’, a word play on the Tagalog word ‘puyat’ (wide awake) and ‘tulog’ (sleep). While some netizens rode the quirkiness of the campaign, many were perplexed and also angry over the insensitivity of the campaign, with relatives of the late Senator also expressing their dismay on the campaign execution.

“Besmirching my late great grandfather’s name to sell freaking melatonin is so disrespectful!” Erika Puyat Lontok, a relative of the late Senator, said on Facebook.

Meanwhile, Victor Puyat–son of the late Senator–has filed a complaint with the Ad Standards Council and asking that the agency who did the campaign–relatively undisclosed as of this writing–be either ‘suspended or banned’. 

He also noted that the campaign violates Section 1 of Article IV of the Ad Standards Council’s Code of Ethics, which states that “advertisements shall not directly or indirectly disparage, ridicule, criticize, or attack any natural or juridical person, group of persons, or any sector of society based on gender, social, cultural or economic status, religion, ethnicity, physical, intellectual and psychological state or appearance, age, race, or nationality.”

On another note, Sander Puyat Joson, who is the grandson of the late Sen. Gil Puyat, told Rappler that they are ‘overwhelmed and grateful’ for netizens who are calling for respect on the senator’s legacy.

“While the ad is clearly a joke, it is a distasteful one and disrespects the honorable name of our grandfather. We ask that the responsible brand and agency adhere to the standards of the Ad Standards Council. We hope that the brand and ad agency also take affirmative actions to rectify their error in judgment,” Joson said.

Update (July 29): The Advertising Standards Council (ASC) of the Philippines has released a statement, expressing their support to the public over the recent desecration of the street name “Gil Puyat.”

“This act has undoubtedly harmed the memory of an esteemed Filipino and Senator, and we join in the collective outcry,” the council said.

However, ASC has clarified that the material in question was not cleared with them as a different advertising body oversees these types of advertising, in this case street signs that doesn’t contain the brand’s name. Nonetheless, the company has advised the ad agency, albeit being unnamed, to not use ‘Gil Tulog’ in any of its advertising content. It could be inferred that ASC is referring to another advertising body, the Out-of-Home Advertising Association of the Philippines (OHAAP), whose regulation on outdoor advertising is needed.

“On behalf of our industry, we sincerely apologise to the family of Senator Gil Puyat for any distress this incident may have caused,” the council further added.

ASC concluded their statement by stating that they are in discussions with the relevant organisations to which the ad agency belongs, ensuring that appropriate actions are taken to prevent such occurrences in the future.

Meanwhile, the Association of Accredited Advertising Agencies – Philippines (4AS Philippines) has also released a quick statement online regarding the incident, stating that they will be embarking with a thorough investigation of the ad fiasco.

“Rest assured that appropriate measures will be taken to uphold our values and ethical practices and how to avoid similar occurrences in the future,” the association said.

Manila, Philippines – To give Filipinos the spark of rediscovering their love for reading, national educational retail and book store brand National Book Store has launched a new campaign which depicts our inner bookworm–in a very tongue-in-cheek and literal way.

The new film titled ‘Passion’ was conceptualised alongside local independent agency Leron Leron Sinta. It revolves around a seemingly ordinary mother with a secret that is anything but ordinary. 

The film’s main turning point is when the mother, after seeing National Book Store’s diverse selection of reads and bestselling books, is triggered to molt her human guise to reveal her true self: a bookworm. 

For the brand, this film’s unexpected transformation symbolises the constant internal conflict between personal passions and parental duties, resonating deeply with viewers of all ages. 

In an exclusive conversation with MARKETECH APAC, Varge Masanque, creative partner at Leron Leron Sinta stated that they at the agency initially assumed that National Book Store wanted to maintain the same old tone of the brand. Hence during their initial presentation, they shared ideas that unmistakably represented the brand.

“To our surprise, they wanted to try something new and explore a different approach, leading us to a humorous concept. Our lesson learned here is: don’t assume what your clients want. Always give them what you believe they need and what will help them meet their business goals,” Masanque said.

He also added, “National Book Store wants to encourage Filipino Gen Zs to visit its physical stores and rediscover their passion for reading and learning. And what’s the best way to do that than to engage Gen Z through humour to spark conversations and entice them to buy their school supplies at National Book Store.”

Meanwhile, Adrian Ramos, president and CEO of National Book Store told MARKETECH APAC that with the brand always being a pioneer and an innovator in the retail industry, they certainly wanted to explore doing an impactful and unique film like this.

“More than having the right blend of horror and humour, we wanted a film that represents the powerful relationship many Filipino families, barkadas (friend groups), and shoppers share with us: the nostalgia of visiting our stores and discovering many sulit (affordable) reads and finds,” Ramos said.

He added, “We were thrilled to collaborate with a dynamic and passionate agency like Leron Leron Sinta, and work closely with their creative minds to bring this memorable and successful ad to life. We specifically thought of younger Filipinos’ interest for these kinds of ads, and wanted to help them reconnect with National Book Store in a fun yet relatable way.”

This ad follows a slew of National Book Store’s newly launched store tiers this year: the Superbranch and National Everyday. Their new Mall of Asia store is the first Superbranch, offering an all-new and completely transformed shopping experience. It offers more product categories, including K-Pop and travel items that appeal specifically to young adults and students, and will soon have a café for customers to enjoy. Meanwhile, the National Everyday, which currently has 2 stores – SM Hypermarket FTI and Waltermart Bacoor – has a more curated selection of books and items in easily accessible commercial locations.

“From families going together to older students completing their own checklists, Laking National customers can look forward to a more sulit (affordable), more rewarding, and more enjoyable back-to-school shopping experience in our over 240 branches nationwide and online,” Ramos concluded.

Philippines – Globe has joined the ‘Working With Cancer’ initiative, coordinated by multinational advertising and public relations agency Publicis Groupe and aims to eliminate the cancer stigma and provide more assistance to employees afflicted by cancer. 

The initiative urges corporate executives to take the lead in eradicating the stigma and uneasiness that cancer patients experience at work and in fostering a supportive environment for those who most need it. This is in line with Globe’s mission to give its workers all-encompassing support and care so they always feel safe and appreciated. 

Globe has committed to a five-point action plan, which includes understanding and implementing policies and programs to support affected employees, raising employee awareness of the commitment, fostering workplace conversations about the disease, tracking progress, and continuously learning and improving support measures. 

Renato Jiao, Globe’s chief human resource officer, emphasised the company’s emphasis on preventive measures, such as yearly physical exams for early detection and preventive care, in order to preserve the health and wellbeing of its workers. Along with launching health education and awareness initiatives, Globe is always looking for new and creative ways to meet the medical requirements of its employees. 

Nearly half of the estimated 9,000 cancer deaths in the Philippines each year are thought to be premature or avoidable, according to the government think tank Philippine Institute for Development Studies in 2023. Additionally, the nation reports about 25,000 new instances of cancer annually. 

Speaking about the initiative, Ernest Cu, Globe president and CEO, said, “Globe is a highly focused entity when it comes to employee welfare. We hope to set an example for the rest of the community in terms of supporting employees in this situation. My hope is that by bringing this issue to the forefront and to public awareness, we’ll be able to raise funding and draw more attention to it.” 

He added, “Aligned with our commitment to Alagang Globe, we promise to handhold our employees throughout their entire journey with us. Our care is a constant presence, and we continuously prioritise their comprehensive well-being and growth, especially their health.” 

Meanwhile, Paolo Borromeo, AC Health president and CEO, stated, “AC Health is deeply honoured to build on our longstanding partnership with Globe, which reflects our shared commitment to elevating healthcare for their employees. Through programs like Working With Cancer, we are dedicated to providing comprehensive care and support to employees facing cancer, ensuring they receive the best possible treatment and assistance throughout their journey.” 

Lastly, Arthur Sadoun, Publicis Groupe CEO, said, “Today you are joining over 1,700 companies all over the world who are committed to build a more inclusive, more supportive workplace for all of those impacted by cancer and their families. I cannot thank you enough for joining us in this journey. We are so proud to have Globe by our side and signing the pledge is just another example of your exemplary company culture, always investing in your people and their well-being.” 

Manila, Philippines – For those who are motorcycle enthusiasts out there, how do you think a motorcycle brand sells speed-to-speed junkies? This was the unique brief Yamaha Motor Philippines gave Dentsu Creative Philippines to show off some of its quickest models, the Sniper155 and Mio Aerox, online.

To highlight the speeds that the two motorcycles are capable of, the agency worked on a series of commercials that viewers would have trouble keeping up with, staying true to its tagline, ‘Live to be Chased.’

Using timestamps, viewers could jump to specific points in the film and watch the moments that were too fast to catch the first time around. The material embodying speed was designed and shot to be so fast, that viewers could only appreciate the details if they pause or slow down the video playback, which they were encouraged to do with detailed prompts and captions. 

Naturally, viewers wouldn’t be able to catch every detail on the first go. But after every rewatch, they’re rewarded with new adrenaline-filled scenes they missed, making it an experience tailor-made for speed freaks and racing enthusiasts. 

Toni Acuesta, marketing section manager of Yamaha Motors Philippines, said, “This spot’s all about the speed that the Sniper and Mio Aerox offer, the precision handling, and the joy of discovering hidden details. With the timestamps, you’re in full control.”

Manila, Philippines – Around 51% of women-led SMEs and 56% of microbusinesses in the Philippines saw revenue growth after they started accepting digital payments, new data from Visa recently revealed.

Considering that SMEs are important to the economy and that women make up more than half of the population in Asia, utilising women’s economic potential might boost the Asia Pacific region’s GDP by $89 billion a year, including the Philippines. 

According to the study, around 72% of the SMEs in the Philippines surveyed said that running their own business has gotten easier. Digital wallets—GCash in particular—dominate as the primary means of digital payment for SMEs, particularly those led by women (61%) according to a Philippine poll. Millions of unbanked Filipinos now have access to the advantages of having a payment card because of Visa’s partnership with GCash for the launch of the new GCash Card.

Out of all the companies that have begun to take digital payments, those that accept cards have seen the biggest gains in turnover (83%). Instantaneous transfers and cashless transactions are made possible by digital payments, improving the shopping experience. Visa helps small and medium-sized businesses (SMEs) in the Philippines by providing broad acceptance and strong security against fraud for both customers and merchants. 

The Philippines has over a million micro, small, and medium-sized enterprises (MSMEs), making them important for the nation’s economic development. 99.5% of the businesses in the Philippines are MSMEs, according to data from the Department of Commerce and Industry. Almost 50% of these enterprises are involved in wholesale and retail commerce, which accounts for 65% of all jobs in the nation. 

Guaya Melgar, CEO and co-founder of Mochi, said, “My business has grown since I introduced digital payment methods. I appreciate the convenience, speed, and the ability to easily track payment records. It provides my customers with a convenient cashless payment option too. I hope to expand my business beyond the Philippines so enabling cross-border payments will help me grow my customer base.” 

Meanwhile, Jeff Navarro, Visa’s country manager for the Philippines, stated, “Small and medium-sized businesses are the driving force behind the thriving economy in the Philippines. Visa is proud to contribute to their growth by providing secure and convenient digital payment solutions. Visa is committed to continuously supporting the Philippine government’s financial inclusion and digitization goals, including empowering SMEs, the cornerstone of the economy, by introducing innovative financial and payment solutions so they can build on this foundation to grow their business.”

Recently, Visa released an online toolbox for SMEs to help travel-related businesses take full advantage of contactless payments. Visa launched the SME Accelerator Program in the Philippines in 2023 with the goal of assisting partners and SMEs with competitive pricing, expedited onboarding, and comprehensive go-to-market support. The enhanced SME Accelerator programs will also concentrate on a broader range of collaborations with ecosystem players to assist smaller vendors and expedite the implementation of solutions for SMEs.

To help women-owned and underrepresented SMEs in APEC countries like the Philippines gain faster access, the Visa Foundation has committed to donate $100 million over the course of five years. Approximately 29.6 million SMEs are from APEC economies, and 10.9 million of the nearly 67 million SMEs that Visa has addressed globally are led by women. 

Manila, Philippines – Commercial banking company UnionBank has announced the appointment of Ana Aboitiz Delgado as its new president and CEO, effective on January 1, 2025.

Prior to assuming this role, Delgado is widely credited for leading UnionBank’s digital retail banking innovations such as the digital bank branch model and UnionBank Online.

She will be taking on leadership of UnionBank of the Philippines from Edwin Bautista, current president and CEO, whose 27-year career saw UnionBank go from becoming the front running digitised bank in the country to setting it on a path to become a retail bank leader.

Delgado joined UnionBank as a management trainee in November 2003. Over the course of her career, she led the business development of SME Banking and Retail Consumer Finance, which included credit cards and loans.

She was likewise tasked to lead the design of the customer experience across the Bank’s physical and digital touchpoints that will differentiate UnionBank from other traditional banks.

Delgado also expanded her role to head the bank’s Institutional Banking business on top of heading customer experience and digital channels and serving as a director of the UnionBank board and as chairman of the CitySavings Bank board.

Talking about the appointment, Erramon Aboitiz, chairman of the UnionBank Board of Directors, said, “We are looking forward to taking UnionBank to greater heights with Ana at the helm. Her experience and expertise will allow her to lead the Bank’s continued digital transformation which was started by Edwin and has put UnionBank on an accelerated road towards its aspiration to be a great retail bank.”