Lowe Philippines has been awarded duties for marketing the retail segment of Bank of the Philippine Islands (BPI). The work was won following a six-way pitch process, held in Manila at the end of 2013. Work on BPI’s national, full-service, advertising and communications begins immediately.
Marie Josephine M. Ocampo, Senior Vice-President & Chief Marketing Officer, BPI comments: “Lowe ticked all the boxes of our pitch criteria, most significantly in the areas of strategic insight and creative execution. We believe that the campaign leveraged on BPI's experience and expertise of 164 years, captured BPI's advocacy of financial wellness and heightened the strengths of BPI's various products and services.”
“Given a robust Philippine economy, it is BPI's vision to be more accessible and relevant to all bankable Filipinos, and to contribute, in a meaningful way to the betterment of their lives. It is our aspiration to be their primary bank and enabler of all their ambitions, providing them advice and a fast array of savings, investment, loans and payment options.”
Leigh Reyes, President and CCO, Lowe Philippines adds: “The best pitches are personal, when you believe in the client brief and just run with it, because something in it resonates and can truly make a difference in people's lives. The pitch team experienced many eureka moments, not only about the brand BPI and its products and services, but also about our own lives and finances. I think the BPI team couldn't help but see the genuine passion and enthusiasm we brought to the table. We're delighted to be BPI's new advertising partner and are committed to the hard work it takes to build a great partnership.”
BPI’s retail business is a significant driver of the bank’s total NIBT, contributing at least 40% of the bank’s business.