The win comprises planning, buying, strategy and digital, said a person close to the pitch. The contracted business is for the corporate brand campaign. Other departments including retail banking, credit cards, loans, and financial markets are out of scope.
A widely known commercial bank with a wide portfolio of institutional clients, the rebrand is intended to connect with Filipino consumers and be seen as a friendly and relatable brand, the same person said.
It is understood that OMD was the incumbent while Starcom’s Vizeum and Carat pitched for the business. The agencies did not respond to Campaign Asia-Pacific's requests for comment in time for publication.
Security Bank is a publicly listed bank with a network of 189 branches in the country. Its major businesses include retail, commercial, corporate banking and financial markets.