BPI Appoints Leo Burnett & Arc Worldwide Manila

Bank of the Philippine Islands (BPI), the forerunner in the use of social media in Philippine banking, has appointed Leo Burnett Manila/Arc Worldwide Manila as its Social Media Agency-of-Record following a seven-way pitch. The assignment spans across the different product segments of BPI.

“We were impressed with Leo Burnett Manila/Arc’s presentation, which was aligned with our overall social media strategy,” said Virginia Brocka, Digital Marketing Head of BPI.  “Beyond a social media plan, their proposal showed a clear understanding of how BPI will utilise social media to drive business,” she added.

The agency leveraged on its proprietary tools and platforms that provide digital solutions that both engage and encourage participation.  

“We are absolutely excited with this partnership, and we look forward to helping BPI achieve their goals,” Dino Cabrera, Leo Burnett Manila/Arc’s Chief Digital Officer, said. “CRM is in our DNA as we have a combined 15 years of experience and expertise. We recognise that digital is rapidly evolving and we need to capitalise on the opportunity it brings. Which is why we created our own Social CRM program, which is a powerful solution that will help strengthen their marketing efforts,” he added.

BPI is Southeast Asia’s oldest bank, and is the only Philippine bank rated investment-grade by two major international ratings agencies. With over 160 years of serving Filipinos, the bank remains true to its commitment to continuously engage its clients and have a meaningful connection with them.