Leo Burnett Manila is BPI's social media AOR

Bank of the Philippine Islands (BPI) has named Leo Burnett Manila/Arc Worldwide Manila as its social media agency-of-record following a seven-way pitch.This is the first time Southeast Asia’s oldest bank consolidated its entire social media business spanning across different product segments in one agency.“We were impressed with Leo Burnett Manila/Arc’s presentation, which was aligned with our overall social media strategy,” said Virginia Brocka, Digital Marketing Head of BPI. “Beyond a social media plan, their proposal showed a clear understanding of how BPI will utilize social media to drive business,” she adds.Dino Cabrera, Leo Burnett Manila/Arc’s chief digital officer, commented: “CRM is in our DNA as we have a combined 15 years of experience and expertise. We recognize that digital is rapidly evolving and we need to capitalize on the opportunity it brings. Which is why we created our own Social CRM program, which is a powerful solution that will help strengthen their marketing efforts,” he added.