THE annual Mansmith Young Marketing Masters Award (YMMA) was held on February 12, 2019 at the Carlos P. Romulo Auditorium, RCBC Plaza. The Mansmith YMMA is a prestigious awarding body which has started over a decade to give recognition to young branding professionals who continuously excel in their craft.
At the heart of the award is the commitment to inspire marketing professionals even at their young age in aspiring to build their brands through innovation. The award targets practitioners in the field of sales, marketing, entrepreneurship and the like who have shown their expertise and creativity in delivering worthy messages and products to the public at the early years of their career.
YMMA recipients are deemed to have conceived revolutionary strategies in their fields which has created impact to the business environment of their industries. Being a recipient of this award tags the professional and the brand he carries a believer of innovation as an integral part in doing business.
Among the recipients of the YMMA is GCash’s very own Chris Manguera, Chief Marketing Officer and Head of Growth. In effect of his function he was able to ponder on the challenges of creating brand identity for a newly emerging product, GCash, the country’s leading mobile payment App. The campaigns and marketing strategies GCash has launched were deemed to be effective, refreshing, and innovative to the industry where he belongs. Bearing in mind that fintech is a newly emerging business venture, GCash has maximized the arena of the digitized era. Among the remarkable campaigns launched were the Shake Shake campaign where he put an interactive twist in using the GCash App during the holiday season in 2018. GCash launched the technology enabling subscribers to use the App through the Messenger App, an inclusive way of reaching most of the Filipinos given that almost half of the FIlipino population are on the Facebook network. Under his CMO-ship GCash was able to craft marketing strategies which have been effectively translated into models and campaigns that has put forward the cause of GCash’s existence, inclusivity through fast, secure, and convenient cashless transaction.
The achievement of GCash’s CMO is also a breakthrough in the fintech industry. Being the only recipient of the award from fintech, this recognition has opened the gates for the industry to strive and deliver products and services to the public in a more creative, innovative, and relevant manner. A competitive set of standard in communicating to every Filipino what the industry can offer to them as their partner in their daily financial needs and how fintech can advocate for financial inclusion to the nation.
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