EastWest Bank (EastWest) has demonstrated grit by picking people’s champ Manny Pacquiao as its newest endorser.
While it seems like a bold and unorthodox move, EastWest President Antonio C. Moncupa Jr. said it was actually a logical decision because Pacquiao embodies some of the best qualities of a Filipino—courage and passion. The people’s champ’s phenomenal rise to success is similar to the exceptional growth that EastWest has shown in recent years. “We could not have chosen a better endorser than the world-renowned boxing champ,” Moncupa said. “Manny is a hero who embodies the excellent qualities of the Filipino spirit. Starting as an underdog, he has fought with bigger opponents and emerged as one of the greatest boxing champions the world has ever had.”
EastWest started with a single branch operation in 1994 but it now has the fifth-largest branch network in the industry, making it the country’s fastest-growing universal bank. Its strategic branch expansion saw it exceeding its target and bringing its network to 405 branch stores. From being 17th in the industry during its pre-initial public offering days in 2011, EastWest now ranks fifth in terms of credit cards and car loans.
“Manny has always been focused, disciplined and determined to win; and one who humbly dedicates
his victory to God and country,” Moncupa said.
First-of-its-kind endorsement deal
EastWest’s choice of Pacquiao is probably the first time that a bank has chosen a boxer as an endorser.
The endorsement deal is also a first for Pacquiao who has represented a number of products but never a bank until EastWest came along.
Pacquiao said, “It is an honor for me to be chosen as EastWest’s newest endorser. It is a bank that has worked hard to be where it is now in the same way that I worked hard to be where I am now. I admire the passion in their work and the focus they have in making their customers’ dreams a reality. I also value the role that banks play in helping me and other Filipinos reach financial success.”
Soaring to greater heights
After completing its strategic expansion program, EastWest is now at the threshold of the next phase of its journey – taking advantage of the country’s strong economy to further increase the bank’s market share.