Initiative, the culturally-driven media agency within IPG Mediabrands, announced their appointment as media agency of record for the Philippines’ first-ever all-in-one banking app, Maya. The news comes following a multi-agency pitch in October.
Initiative Philippines has been awarded the integrated mandate that includes business analytics, audience understanding, media strategy, planning, offline and full funnel digital performance activation for the Consumer and Business segments of the total Maya portfolio.
Pepe Torres, Chief Marketing Officer of Maya, commented, “2022 was a tremendous year of brand and business growth as we relaunched from PayMaya to Maya, but the work has only just begun. With even greater ambitions in 2023, we must ensure that all our capabilities across the board are on the cutting edge. Initiative proved to be the right media partner for us. Beyond having the capabilities that we need, they have proven themselves to be just as invested in our success as we are, and very philosophically aligned with their “Cultural Velocity.”
Paul Atienza, Managing Partner, Initiative Philippines said, “Maya is a bold tech maverick that continues to stretch the limits and defy conventions in helping Filipinos make bolder financial choices. We could not be more thrilled to partner with them, and drive Cultural Velocity to further protract growth for the Maya brand in years to come.”
Melody Laogan, Managing Partner, Initiative Philippines added, “This win is a testament to Initiative’s culturally driven and outcome-focused approach to integrated strategic planning. We share the same values with Maya, of being fearless, bold, and progressive. We are excited to raise the bar together.”
This win is a demonstration of the strong performance of Initiative Philippines; breaking in to the “High” profile category in the recent 2022 report by the Research Evaluation Company for Media Agencies (RECMA). Initiative Philippines was also awarded the Philippines Media Agency of the Year bronze award at the recently concluded 2022 Campaign Asia Agency of the Year Awards.
Initiative Philippines’ appointment to the Maya media business is effective January 2023.