Quick Read
Cebuana Lhuillier’s recognized campaigns connect financial education, short-term money concerns, business support, and customer engagement with everyday Filipino experiences. The company earned seven recognitions at the MARKETECH APAC Next Awards Philippines 2026.
Key Takeaways
- Money Guro presents practical financial lessons in bite-sized formats.
- Easy Loan’s campaign uses the familiar experience of being “bitin.”
- The B2B campaign focuses on MSME resources and financial services.
- CebuanaAmazing All-In explains the company’s wider service ecosystem.
- 24K Rewards adds activities and offers to customer engagement.
Managing money involves different concerns at different times: understanding a financial concept, addressing a shortfall, supporting a small business, or finding a service that fits a particular need.
These everyday situations shaped several Cebuana Lhuillier initiatives recognized at the MARKETECH APAC Next Awards Philippines 2026. The company earned seven awards across leadership, team performance, and marketing campaigns, including its Money Guro education platform and business support solutions.
Table of Contents
Making financial lessons easier to follow
Money Guro received Bronze for Most Innovative Content Marketing Campaign for an approach built around practical, relatable, bite-sized content.
The platform uses digital learning experiences to help Filipinos develop confidence in managing their finances. Its emphasis on accessible explanations connects financial education with the decisions people encounter in daily life.
For readers, the initiative highlights the role of understandable money information in making informed choices about financial services.
Recognizing the experience of being “bitin”
Cebuana Lhuillier’s Easy Loan campaign earned Silver for Most Innovative Social Media Campaign.
Its messaging drew on the Filipino experience of being “bitin”—when available money falls short of a need. The company used this familiar situation to explain the relevance of its offering for short-term financial gaps.
The recognition concerns the campaign’s communication. Borrowers still need to assess repayment terms and costs when considering a credit product.
Bringing small-business concerns into focus
The company received Gold for Most Innovative B2B Campaign for business support solutions directed at micro, small, and medium enterprises.
According to the release, these initiatives help entrepreneurs access relevant resources and financial services. The campaign places business owners’ needs within the company’s broader effort to connect Filipinos with financial solutions.
Showing how services connect
The CebuanaAmazing All-In campaign earned Silver for Most Innovative Brand Awareness Campaign by presenting the company’s broader financial ecosystem.
That ecosystem includes pawning, loans, remittance, savings, insurance, business support, and investment. The campaign aims to explain how the different services can relate to a customer’s changing financial needs.
Meanwhile, 24K Rewards received Bronze for Most Innovative Loyalty Marketing Campaign. Through its Branch Raid initiative, customers encountered surprise rewards, partner offers, and interactive activities during branch visits.
The team behind the initiatives
Emirosco Michael “Mike” Sena, Cebuana Lhuillier’s First Vice President and Chief Marketing and Communications Officer, earned Gold for Marketing Leader of the Year. The Integrated Marketing and Communications Group received Silver for Marketing Team of the Year.
“Marketing in the financial sector is fundamentally about creating real value and accessibility, and this award belongs to our entire team for crafting campaigns that connect and empower millions of Filipinos,” Sena said.
Across these initiatives, the company’s stated goal is to make financial services easier to understand and connect them with real-life concerns—from learning about money to running a business.
