“Sometimes in the heat of debate and speaking on a multitude of issues, you don’t choose the right words or you say the wrong thing. I have done that. And believe it or not, I regret it—and I do regret it—particularly where it may have caused personal pain.”—Donald Trump, reading from prepared text at a rally in Charlotte, North Carolina. AP
media partner of the year
“We apologize to our hosts in Rio and the people of Brazil for this distracting ordeal in the midst of what should rightly be a celebration of excellence.”—The US Olympic Committee, after Brazilian police’s stunning contention that American Ryan Lochte and three other swimmers had not been held at gunpoint and robbed after a night of partying, as he claimed. AP
“I’ve proven to the world I’m the greatest. This is what I came here for. That’s what I’m doing. This is why I said this is my last Olympics—I can’t prove anything else.”—Olympic sprinter Usain Bolt, who completed an unprecedented third consecutive sweep of the 100- and 200-meter sprints. AP
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A broader look at today’s business n
Monday, August 22, 2016 Vol. 11 No. 317
PIMENTEL, BENITEZ SAY PUBLIC SHOULD BE FULLY APPRISED OF CHA-CHA’S BENEFITS
P25.00 nationwide | 5 sections 36 pages | 7 days a week
Averting PPP ‘turf clashes’
Nationwide debates on federalism urged ₧3.35T C T By Butch Fernandez @butchfBM & Jovee Marie N. dela Cruz @joveemarie
he Duterte administration should jump-start debates on the Charter amendment and eventual shift to a federal form of government by rolling out a “massive” information campaign on these initiatives, according to experts.
INSIDE
Perspective BusinessMirror
By Roger Pe
illennials today may not recall Philippine national Bank’s (PnB) “Para kang nakasandal sa pader [like leaning on a sturdy wall]” ad campaign, but it was a blockbuster of a slogan during its time. The copywriter did a great job in crafting a catchphrase—street-smart, colloquial and brilliant. How else would you respond to a creative brief wanting to communicate stability? Wonderful. By word-of-mouth appeal, the line was a huge success. In terms of brand acceptance and recall, it topped the charts. Perhaps, the only bank that could rival it then was Banco Filipino, with a similarly successful line, “Subok na matatag, subok na ma tibay.” No wonder it was named one of the 50 classic Filipino ads when the Philippine ad industry celebrated its silver anniversary. This year the bank celebrated its 100th year and is already looking forward to its next with many programs and services geared toward giving the Filipino many firsts. One of the highlights of its centennial year was giving 100,000 Philippine Airlines (PAL) Mabuhay Miles to 100 lucky cardholders in a promotion called “100 Winners in 100 Days.” Let’s travel back in time. PNB was the de facto central bank of the Philippines as early as 1916 up to 1949. It established its first branch in Iloilo on July 24, 1916 and opened its doors to international banking when the New York branch was established in 1917. It put up five more domestic branches and another overseas branch in Shanghai, China, the following year. In 1955 it was authorized to operate as an investment bank, with powers to own shares and to issue debentures. It launched the first online Electronic Data Processing System in the entire Far East when it transferred its head office in Escolta in 1966. Between 1967 and 1979, PNB continued to expand its operations by opening offices in London, Singapore, Jakarta, Honolulu and Amsterdam. Its domestic network also expanded, opening 14 more provincial branches. PNB became the first universal bank in the country in 1980. It encountered operational difficulties in the mid-1980s as a result of the economic downturn triggered by the assassination of Sen. Benigno S. Aquino Jr. It was privatized in 1989 and became the first Philippine bank to reach the P100-billion mark in assets in 1992. Also the country’s first universal bank and one of the first banks in the country to introduce the automated teller machine (ATM), PNB today continues to innovate and plans to introduce more banking “firsts” in the field of digital and mobile banking. From a bank leader with a spectacular success, the bank suddenly had “fallen asleep,” stretching through the last three decades. Whatever positive advertising mileage it gained seemed to have dissipated. Hardly visible in the last 10 years, why the noise now? “Following the successful merger of PNB and Allied Banking Corp. in 2013, PNB wants to continue to position itself as a major player in the banking industry, being one of the country’s biggest banks,” says Lela Regala-Teodoro, assistant vice president, Marketing Services Division head of PNB. “For that reason, a need was seen for PNB to revitalize
See “Debates,” A2
Govt banks on highly paid cops, troops to clinch war for peace and order in PHL
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The bank that puts the Filipino first
M
For me r S e n at e P re s id e nt Aquilino Q. Pimentel Jr. said it is “very important” for the government to explain the merits of the proposed Charter change (Chacha) to the public.
BMReports
the bank that puts the filipino first E4 Monday, August 22, 2016
The proposed national budget for 2017
its image and appeal to younger generations. We launched a new campaign that aims to change public’s perception of the bank— from that of a government institution to that of a strong private bank that shows dynamism, as well as provides products and services that address the financial needs of our customers of all generations,” she says.
Selling PNB to Filipinos
TEODORO says PNB wants to be a part of the Filipino’s lives, from teaching the Filipino youth about financial matters up to the time they start working and having a family. “We want to be there and be their financial partner throughout the different stages in their lives,” she stresses. “To help achieve our customer’s financial objectives, a full range of these services are made available in our branches, which include consumer loans, life and nonlife insurance, unit investment trust funds, business loans and credit cards, among others,” she explains. She reveals that, while PNB branches continue to be their primary platform for sales and service, there’s more to PNB’s dynamic and engaging service through online (PNB web site and social media) and mobile platforms. She mentions that the bank’s communications thrust over the next few years is to make known that PNB aims to be the financial ally that Filipinos can lean on. “Our innovation and beliefs are all rooted upon a customer-centric philosophy, which has gained a sharper focus across the organizations,” she says. Teodoro takes pride in PNB’s unique bank services. “We pioneered a series of banking ‘firsts’ in the industry,” she says. “We launched the ‘Bank on Wheels’ in the 1970s to serve far-flung towns. We also did the ‘Bank on Wings,’ a program that featured PNB employees journeying to the province on Toyota Land Rovers and helicopters to provide service to the bank’s client-farmers,” she beams with pride. By the end of 2015, the bank introduced an all-new and revamped Bank on Wheels for Filipinos—to provide banking services when and where they need them most. PNB also engineered the ATMSafe, the first insurance product for PNB ATM cardholders that replaces cash stolen from ATM skimming or robbery. Similarly, it launched the first end-to-end online facility that offers clients the convenience of investing in and redeeming from their unit investment trust funds (UITFs) online. PNB also recently introduced UITF ATM Facility, a service that enables clients to invest their money through PNB’s 954 ATMs nationwide. Another retail product that the bank first introduced was the HKP (“Healthy Ka Pinoy”) Medical Card, a low-cost healthinsurance program that caters to people who usually cannot afford this protection.
THE PNB marketing staff
a need was seen for PnB to revitalize its image and appeal to younger generations. We launched a new campaign that aims to change the public’s perception of the bank—from that of a government institution to that of a strong private bank that shows dynamism, as well as provides products and services that address the financial needs of our customers of all generations.”—lela Regala-Teodoro Image problems
WHEN the bank conducted focused group discussions and research, the summary findings revealed unsettling answers. Some of them referred to it as “Ang bangko ng lolo ko,” associated with an octogenarian senator, etc. This gave Teodoro and PNB Chief Marketing Officer Martin Reyes impetus to work on short- and long-term goals. Reyes expressed the need for a strong branding visibility across all media platforms. He emphasized the need to make the bank more appealing to the younger audience. To make a lasting impact, he mentioned a conscious effort to align all the bank’s business units in drumming up a singular effort in cascading the bank’s “You First” campaign. “We are Filipinos preaching to Filipinos,” he says. “As such, we need to rebrand and rebuild awareness, accessibility to bank’s loyal depositors and amplify our greatest strength—service to bank customers,” he says. Teodoro also wants to correct the notion that the bank is completely or partially owned by the government. Contrary to the common belief, PNB is a private bank, she says. “PNB is the country’s fourth-largest private commercial bank in terms of assets and deposits. It has been privatized since 2007,” she says matter-of-factly. In an environment where there are so many banks, why would Juan de la Cruz bank with PNB? Teodoro says the bank offers “stability, products and services that they need, matched with the
bank’s own brand of Filipino service,” she takes pride in saying. In trying to make the bank relevant and more accessible to the Filipino, she says, “PNB wants to be there for our customers at every stage of their financial growth, from opening their first savings accounts to helping them own their first home.” “Having pioneered many industry innovations in its 100 years of service, PNB plans to introduce more banking firsts to benefit new account holders, specifically in the field of digital and mobile banking,” Teodoro says. She also notes that electronic platforms for financial transactions are the future trends in the Philippine banking industry. “We look forward to providing more financial solutions for our customers through our Internet and mobile-banking services,” she adds.
customers can always lean on. Serving them first unwaveringly for the next 100 years. Teodoro wants to address the need for more PNB ATMs. If people don’t see that much PNB ATMs right now, that will soon be a thing of the past, she says. A major ATM expansion and upgrading program is currently under way. An order placement of 1,000 new machines to replace and augment the bank’s current inventory is in the works. Aside from a higher operating system, the new PNB modernized ATMs will be equipped with anti-skimming device and compliant with Europay, MasterCard/Visa and other money-matter protocols. How are PNB offices abroad doing? Teodoro says, the bank capitalizes on its strong international presence, having the widest global reach among Philippine banks with 70 branches and offices in the US, Canada, Europe, the Middle East and Asia. “We continue to enhance our financial services for our global Filipinos and their families by introducing more campaigns and programs that address their evolving needs,” she answers. How would you like to see PNB in five years’ time? Teodoro answers: “When the bank celebrated its 100th anniversary on July 22, 2016, that was a very meaningful milestone for us, knowing that we have served at the very least, two generations of Filipinos and a multitude of companies, of all sizes, that have shaped the economic history of the country. While we consider that as our
PNB badge an honor, it conversely demands from the bank the sustained responsibility of being a positive force in nation-building in the years ahead.” Teodoro adds that “past successes provide the springboard for our future vision of a more reinvigorated PNB: a bank reaching out to serve the Filipinos first. We have been investing over time to improve the bank and its brand, transforming it into a more agile, sales-driven and customer-centric organization.” Most recently, too, PNB launched a thematic TV advertising campaign with a new tagline, “You First,” a collaboration with advertising agency partner IXM, Southeast Asia’s Independent Agency of the Year last year. It was a means to articulate our long-standing message of stability to our customers, embodying the company values of mapag lingkod [service orientation], mapagkakatiwalaan [trustworthiness] and mapagmalasakit [commitment],” she explains. “At the heart of the bank’s services is our first and foremost instinct—to align our objectives to the customer’s needs. We adapt as necessary, with the aim of providing services that are not only effective, but are also caring and sincere. With this, the “You” in You First refers to PNB’s customers, making them the reason for service. “First” speaks about prioritizing the customer’s needs and making sure that the bank continues to be part of their lives’ firsts and milestones,” Teodoro punctuates.
perspective
PNB banking difference
AS the de facto central bank of the Philippines during its early days, Teodoro says PNB has always been the bank of the Filipino, surviving the challenges of growth and the ever-changing financial landscape. “We have the most extensive international presence—70 overseas branches and offices among Philippine banks. In addition, we have a distribution network of 669 branches and 954 strategically located ATMs nationwide,” she says. With PNB customers at the forefront and backed by 100 years of stability as its foundation, the bank, indeed, is the bank that
PPP Lead Alberto C. Agra
an a public-private partnership (PPP) project be undertaken by more than one implementing agency (IA)? How should turf issues be addressed and resolved? Which IA takes precedence? Who should undertake monorail, water, reclamation and bridge PPP projects? The first State of the Nation Address of President Duterte outlined 10 projects that may be implemented through PPPs, i.e., roads, airports, bridges, tourism-related facilities, harvest facilities, public health, irrigation, rail, ferry systems and public Wi-Fi. Aside from these, this columnist has another list of 10— waste-to-energy/renewable energy, water supply, septage/sewerage, reclamation, rehabilitation centers, monorail, mixed-use land development, markets, terminals and smart city projects. The question now is who is the appropriate IA. There are three levels of IAs—national, local government and state corporations. All IAs are part of the State who should recognize the indispensable role of the private sector in development. They have their mandates governed by their respective charters and all are duty-bound to serve the people. Continued on A15
E4
Averting PPP Turf Clashes
rio olympics medal tally
Dialogue and Consensus 1 United States 2 Great Britain 3 China 4 Russia 5 Germany 6 Japan 7 France 8 South Korea 9 Australia 10 Italy 11 Netherlands 12 Hungary 13 Spain 14 Brazil 15 Jamaica 16 Kenya 17 Croatia 18 Cuba 69 Philippines
G S B T 43 37 36 116 27 22 17 66 26 18 26 70 17 17 19 53 17 10 14 41 12 8 21 41 9 17 14 40 9 3 9 21 8 11 10 29 8 11 7 26 8 6 4 18 8 3 4 15 7 3 4 14 6 6 6 18 6 3 2 11 5 6 1 12 5 3 2 10 5 2 4 11 0 1 0 1
system of Hierarchy This file photo shows members of the Philippine Army during a troop parade in Manila. The Philippine government under President Duterte believes raising the salaries of soldiers and policemen may intensify the fight against crime. NONIE REYES By Rene Acosta
C
@reneacostaBM
Part One
AN the government pay its way to fight crime and for peace and order? With the plan of President Duterte to hike the pay of policemen and soldiers, it appears so. Mr. Duterte, it seems, is wielding the powers vested in his office to ensure his centerpiece program of ridding the country of
PESO exchange rates n US 46.3060
crime, particularly illegal-drugs business, will succeed. The Chief Executive has upped the pressure: He set a deadline of six months to accomplish his campaign promise. One of the powers wielded by Mr. Duterte is by placing the Philippine National Police (PNP) under his direct command to produce results. With the overwhelming number Continued on A2
₧14,834
(or $319.72, based on current exchange rates) the monthly pay of a policeman with the rank of Police Officer 1, according to Sen. Alan Peter S. Cayetano
first is Priority
presidential action Author: Alberto C. Agra
n japan 0.4637 n UK 60.9850 n HK 5.9728 n CHINA 6.9806 n singapore 34.5799 n australia 35.5862 n EU 52.5851 n SAUDI arabia 12.3519
bm Graphics: Job Ruzgal
Source: BSP (19 August 2016 )