03/09/2026
Chinabank wins Quill awards for Investor Relations program and beauty queen campaign for My CBC
Chinabank achieved a double victory at the 22nd Philippine Quill Awards for its Investor Relations program and marketing campaign for its redesigned mobile app. The bankโs triumphs anchored a 15-Quill haul for the SM Group, which saw SM investments, SM Foundation, SM Supermalls, SM Residences, and BDO Unibank also recognized at the prestigious communications awards.
An initiative highlighting Chinabankโs commitment to shareholder value creation, โCBC Investor Relations: Focused on Valueโ won in the Financial Communication and Investor Relations category. Meanwhile, "My CBC: An App Fit for Beauty Queens," a campaign that humanized technology through creative storytelling and levity, secured an award in the Marketing, Advertising, and Brand Communication category.
The revitalized Investor Relations program addressed a share-price valuation discount by actively engaging local and international institutional investors and equity analysts. By increasing transparency, consistently highlighting CBCโs stellar financial performance, and accentuating the companyโs brand refresh initiative, the program considerably helped improve CBCโs stock valuation and supported its re-entry into the PSE Main Index in 2025.
โWe shifted our Investor Relations from a compliance-driven function into a proactive, high-visibility platform that consistently communicates Chinabankโs growth story,โ Investor & Corporate Relations Group Head Gerald Florentino said. He also credited President & CEO Romeo Uyan Jr. and Chief Finance Officer Patrick Cheng for their hands-on leadership that led the market to re-rate the stock.
Featuring Miss International 1979 Melanie Marquez and Miss Universe Philippines 2023 Michelle Dee, โMy CBC: An App Fit for Beauty Queensโ successfully introduced My CBC, framing the improved app as a tool for connection and empowerment across different age groups. The authentic mother-daughter bond and the lighthearted humor of โMelanismsโโMelanieโs trademark funny phrasesโserved as a metaphor for My CBCโs powerful features. Launched in time for Motherโs Day 2025, the video reached 14.1 million views and 15,000 reactions across social media platforms in just four months. It was also distinguished as the Best Program in Digital Marketing at the 2025 Bank Marketing Awards.
โThe video bridged the digital divide by showing that My CBC is intuitive enough even for non-tech-savvy users. While humor was the primary hook, we ensured the comedic elements neither compromised the strength, reliability, and trust associated with Chinabank,โ Marketing Communications Head Aileen Vallesteros said.
Organized by the International Association of Business Communicators (IABC) Philippines, The Philippine Quill Awards represent the countryโs premier benchmark for professional business communication. This year, awardees were chosen from a highly competitive pool of over 800 entries through a strict evaluation process utilizing IABC's highest global standards.
This year's Quill awards build on Chinabank's momentum from last year, when it also secured twin wins for its Brand Refresh Program in the Change Communication category and for its โFocused on Youโ campaign in the Marketing, Advertising, and Brand Communication category.
# # #
About Chinabank: China Banking Corporation (Chinabank; PSE: CBC), founded in 1920, is the fourth largest private universal bank in the Philippines and a member of the SM Group, one of the countryโs biggest conglomerates. Driven by its brand promise, โFocused on You,โ Chinabank supports individuals, small- and middle-market businesses, and large corporations, with its consolidated network of 673 branches, 1,150 ATMs, and 24/7 digital banking channels: My CBC and My CBC Business. The bank also offers a wide range of allied financial services through its subsidiaries China Bank Savings, Chinabank Capital, Chinabank Securities, Chinabank Insurance Brokers, and affiliate Manulife Chinabank Life Assurance.
For over a century, Chinabank has built a deep connection with its customers and the communities it serves, leveraging the dedication and diversity of its empowered people and the strength of its enduring partnerships to help uplift the lives of Filipinos.
For more information, visit www.chinabank.ph or follow ChinabankPH on Facebook, Instagram, TikTok, and LinkedIn.
Contact: Investor & Corporate Relations Group - 8885-5601; [email protected]; Gerald O. Florentino, FVP & Head - [email protected]
