Tuesday, February 4, 2025

Chinabank wins two Anvil Awards

Chinabank was awarded two Anvils for its Brand Refresh and One Chinabank programs at the 60th Anvil Awards Gabi ng Parangal held on January 28, 2025 at the Manila Hotel.

From left: PRSP VP-Internal and 60th Anvil Awards Chairman Mikey de Quiros, PRSP Secretary Franz de la Fuerte, CBC’s ICRG Head Gerald Florentino, HRG-ODD Head Franco Loyola, Marketing Communications Head Aileen Marie Vallesteros, Corporate Communications Officer Hershey Villegas, Senior Marketing Consultant Nita Claravall, HRG Officer Ma. Christina Billedo, HRG Head Tani Michelle Cruz, HRG Officer Sohayla Zialcita, Chief Sustainability Officer William Quesang, Chief Finance Officer Patrick Cheng, and PRSP Treasurer Cel Amores.

The bank won a Silver Anvil in the Corporate Identity / Corporate Branding category for its Brand Refresh Program, a major undertaking to make the over century-old Chinabank brand more resonant and engaging to a new generation of customers. It involved modernizing Chinabank’s visual identity, messaging, and customer experience, while staying true to its core values and heritage.  The bank signed up its first-ever brand ambassador, launched a new brand promise “Focused on You”, replaced its signage and merchandising in an ongoing nationwide rollout, and changed its ticker symbol to “CBC” to amplify brand recognition.

“Our customers have always been at the heart of our business, and we take pride in understanding their needs and serving them well.  This brand refresh is not just a cosmetic change, we are transforming on a fundamental level to be truly focused on you,” CBC Marketing Communications Head Aileen Marie Vallesteros said.

The bank also bagged a Silver Anvil in the Employee Engagement category for One Chinabank, its overarching program for improving employee experience and engagement. It is a key component of the bank’s strategy to unify employees under a shared mission and core values, to strengthen company pride and loyalty, and to create an inclusive and supportive work environment for Chinabankers to thrive and succeed.

“The overall engagement and experience of our employees are very important to us. With our One Chinabank program, we are boosting company morale and productivity by ensuring our people know and feel that we are focused on them, too,” CBC Human Resources Group Head Tani Michelle Cruz said.

The Anvil Awards, presented by the Public Relations Society of the Philippines, is considered the benchmark of excellence in the country's public relations practice. Chinabank adds these two new awards to six previous Anvil wins: three Gold Anvils for its coffee table book 100 Years of Trust: The Chinabank Story, Centennial Program, and 2018 Annual Financial and Sustainability Report (AFSR); and three Silver Anvils for its 2015, 2016, and 2017 AFSRs. (SM Supermalls)