EastWest extends Donny Pangilinan deal as it pushes youth-focused banking

Actor and digital personality Donny Pangilinan is staying on as brand ambassador for EastWest, as the Philippine bank sharpens its focus on younger consumers through digital banking, community activations, and youth-oriented campaigns.

The renewed partnership extends Pangilinan’s role for another year, placing him at the centre of EastWest’s efforts to position itself as a more accessible and relatable banking brand for younger Filipinos. The collaboration will span campaigns for the EastWest app, new product launches, and on-ground activations across key cities in the Philippines.

According to Martin Reyes, EastWest chief marketing and cash management officer, the partnership is part of a broader push to build stronger emotional and practical connections with younger audiences.

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“Donny doesn’t just reach young Filipinos, he connects with them,” Reyes said. “We want this generation to see EastWest as their bank, the one that understands what they need, whether it’s a better app experience, products that make sense for their lives, or just banking that doesn’t feel like a chore. Donny tells that story better than anyone.”

The renewed endorsement reflects how financial institutions are increasingly leaning on creator-led and personality-driven marketing to bridge gaps between traditional banking and digitally native consumers. For EastWest, the strategy goes beyond visibility on social platforms and into customer education and community engagement.

Pangilinan said EastWest’s continued investment in digital tools and customer-facing initiatives influenced his decision to continue the partnership.

“Honestly, what keeps me here is that EastWest is always working on something: the app, digital payments, new products and services, getting out to meet people,” Pangilinan said. “For a lot of people my age, banking still feels like this complicated thing you have to figure out on your own. I genuinely want to help change that. And with EastWest, I feel like we actually can.”

Beyond digital campaigns, Pangilinan is expected to participate in activations and roadshows aimed at bringing EastWest’s products and services closer to communities nationwide. The bank said the approach is designed to make banking feel less intimidating and more integrated into everyday life.

“I think young Filipinos should take banking seriously. Banks just need to meet them halfway,” he added. “EastWest is doing that, and I’m proud to be part of telling that story.”

The partnership also signals EastWest’s intention to compete more aggressively for younger consumers at a time when banks across the region are investing heavily in app experiences, digital payments, and simplified financial products to capture long-term customer loyalty.

“I’m excited to get out there and actually talk to people, not just post about it,” Pangilinan said. “Show them the app, walk them through products, answer the questions they didn’t know they could ask. That’s the kind of thing that actually makes a difference.”

Part of the Filinvest Group, EastWest said it aims to position itself as a bank that younger Filipinos “choose, trust, and keep coming back to” by continuing to simplify banking experiences across digital and physical touchpoints.

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