PNB’s ‘Every Step Together’ campaign with Optimax wins ‘Best Branded Digital Ad’ at Catholic Mass Media Awards 2024

The Philippine National Bank (PSE: PNB)’s “Every Step Together” advertising campaign was announced the winner of “Best Branded Digital Ad” at the recently held 46th Catholic Mass Media Awards (CMMA).

“We are honored to be recognized by one of the most respected award-giving organizations in the country,” said PNB President Florido P. Casuela. “As one of the country’s most enduring and largest universal banks, PNB has been a faithful financial partner of many generations of Filipinos. Our ‘Every Step Together’ campaign further solidifies our commitment to offer stability and security for Filipino families worldwide.”

The digital ad launched in 2023 was aimed at creating an emotional bond between the bank and its customers by communicating the bank’s mission of paving the way to financial prosperity for Filipinos.

“Every Step Together pays tribute to the traditional Filipino values of hard work, resilience, and love of family,” said PNB Senior Vice President Jennifer Y. Ng. “It’s about their struggles, about seeing their ambitions coming true, with PNB by their side – taking each step with them.”

The ad campaign is in partnership with PNB’s digital agency, Optimax, an independent media agency which, in recent years, has evolved into a hybrid integrated marketing solutions firm. It is part of DDB Group Philippines.

Distributed through digital platforms, the ad was inspired by PNB’s legacy as an institution that has helped generations of Filipinos reach their goals and was born from actual experiences of people who shared their own stories as part of the research for the campaign.

Optimax General Manager Ela F. Chua proudly shares how the partnership between their agency and PNB has grown. “It is with PNB that we started our transformation journey – from being a media agency, we’ve become a hybrid integrated marketing communications agency,” she said. “We are always glad and proud to be receiving recognitions for the work we do with them.”

Now in its 46th year, the CMMA Awards’ Advertising Categories celebrate both advertisers and their respective agencies which have demonstrated exceptional creativity and dedication in crafting ads that promote values and inspire positive change.

This year, PNB has been awarded as the Most Admired Financial Provider of the Year in The Philippines by the International Business Magazine Awards. PNB also ranked as the Best Bank in the Philippines in Forbes’ list of World’s Best Banks 2024.

Among Philippine banks, PNB has the biggest number of overseas offices and one of the largest domestic branch networks. To date, the Bank has a total domestic footprint of over 630 branches and more than 1,700 ATMs strategically located nationwide, and has over 70 overseas branches, representative offices, remittance centers and subsidiaries across Asia, Europe, the Middle East, and North America.