In a powerful statement of its impact on the Philippine financial landscape, Maya, the country’s leading fintech ecosystem and digital bank, took home an impressive seven trophies at the 21st Philippine Quill Awards.
The prestigious accolades, awarded for excellence in public relations and marketing, recognize Maya’s ability to make banking relevant, aspirational, and an integrated part of young Filipinos’ daily lives.
Organized by the International Association of Business Communicators (IABC), the Quill Awards are among the most highly regarded in the PR industry. Entries undergo a rigorous screening process by seasoned communication professionals, making the win a testament to the creativity, strategy, and execution of the bank’s campaigns.
According to Pepe Torres, Maya Group Chief Marketing Officer, the awards validate the company’s core philosophy. “At Maya, marketing isn’t an afterthought — it’s how we build trust and relevance from day one,” Torres said.
“These awards prove that when bold storytelling is anchored on real products, you can change how Filipinos see and use money. The Quill win pushes us to keep raising the bar for what PR and marketing can do in shaping a digital bank that feels like part of everyday culture,” he added.
Maya’s campaigns redefine digital finance engagement
The digital bank’s seven Quill wins spanned four flagship campaigns, each a masterclass in engaging a modern audience. The “Get Banked with Maya” initiative tackled the traditional barriers of opening a bank account, proving that the process could be effortless and rewarding.
The campaign successfully encouraged a new generation of Filipinos — Gen Z and Millennials — to take their first confident step into formal finance.
The “Maya Credit” campaign redefined how borrowing is perceived. Instead of being associated with stigma, the bank positioned its credit line as a tool for responsible, confidence-building financial management. It was presented as a lifeline for everyday needs, empowering users to make smart choices without the burden of debt.
The company also expertly tapped into the national calendar with its “Seasonal Campaigns.” By turning cultural moments — such as tuition deadlines, summer spending, and back-to-school shopping — into smarter financial choices, the digital bank used cashback and savings nudges to make money management a timely and intuitive habit.
Finally, the “Maya Card for Travel” campaign skillfully capitalized on the post-pandemic wanderlust sweeping the nation. By highlighting how rewards and perks could help travel budgets stretch further, Maya connected with a broad audience eager to explore and spend wisely.
The power of purpose-driven marketing
The success of these campaigns was amplified by Maya’s TikTok-first strategy. The platform was used not just for promotion, but to turn complex financial tips into entertaining, bite-sized content that Gen Z genuinely wanted to engage with.
The wins also extended to the short film and launch event for the “Get Banked with Maya” campaign, which were recognized under the audio-visual, social media, and experiential categories, further underscoring Maya’s comprehensive strength across modern media channels.
These marketing triumphs are more than just a public relations victory; they are a clear reflection of the brand’s explosive business growth. Maya’s customer accounts more than doubled in the past year, reaching 8.2 million, while deposits soared to P50.4 billion by June 2025. The company’s cumulative lending has reached an impressive P152 billion, with loan disbursements growing by a remarkable 147% year-on-year in Q2.
This latest haul at the Philippine Quill Awards adds to a growing list of prestigious industry recognitions. Earlier this year, Maya earned top honors at the 2025 PR Awards Asia-Pacific, taking home a Gold for PR Event and Silver for Best Brand Strategy, in addition to four trophies at the 60th Anvil Awards.
Together, these accolades firmly establish Maya’s leadership in redefining how finance connects with culture and everyday life, proving that a digital bank can be both a powerful financial tool and a brand that truly understands and resonates with its audience.
