Maya’s world-class rebrand grabs coveted global, local awards

Financial services leader Maya received top accolades at several prestigious global and local award programs for its game-changing rebrand and repositioning that propelled its consumer business to become the #1 digital banking app in the Philippines.  

Maya garnered top marks at 2023 Spikes Asia, a remarkable count of 11 trophies at the 58th Anvil Awards, 11 titles at the 15th Kidlat Awards, and recognitions at the WARC Awards for Asian Strategy and Global Mobile (GLOMO) Awards.   

“At Maya, we stretch ourselves to build a brand that not only delivers business results, but moves creative industries forward, uplifts our culture, and makes money more delightful for Filipinos. That’s what game-changing marketing means to us. These awards are proof that we’re on the right track and we will continue to work hard to bring pride to Filipinos on the global stage,” said Pepe Torres, Chief Marketing Officer at Maya.

Maya elevated the Philippine creative industry to the global stage by becoming one of only three local companies recognized at the 2023 Spikes Asia, the oldest and most prestigious regional award for creative advertising.   

This year’s Spikes Asia saw over 3,000 entries from 21 countries. Maya and its agency Bates Chi & Partners received a Silver award under the Strategy and Effectiveness category for Maya’s “Anthem of Financial Freedom” rebrand campaign featuring rapper Shanti Dope’s music and gamified missions tied into the Maya app. 

Maya’s integrated brand campaigns – which utilized music, games, and street culture across advertising, social media, and public relations – were lauded as among the Philippines’ best at the recently held 58th Anvil Awards.  

Maya took home 11 Anvils, becoming the most awarded single brand out of over 100 companies and emerging as one of three contenders for the Company of the Year.   

Maya and its partner agencies Bates Chi & Partners Manila, Film Pabrika, and Oliver Hub captured major accolades at the 15th Kidlat Awards, the official Philippine partner of Cannes Lions, taking home 3 Gold and 8 Silver awards.    

Maya was also shortlisted as one of Asia’s best at the WARC Awards for Asian Strategy 2022, an annual case study competition showcasing the region’s best marketing strategies. Meanwhile, under the Best Mobile Innovation for Digital Life award category, the Maya app was feted as a finalist at the GLOMO Awards in Barcelona, Spain.  

Leading with innovation, creativity 

In April 2022, PayMaya transformed into Maya to reach not just the unbanked, and underbanked but also the unhappily banked.

Beyond a cosmetic rebrand, Maya disrupted the banking and finance industry by relaunching as the first and only all-in-one digital bank with rich wallet features, industry-leading banking services, and crypto.

Today, Maya is the #1 digital bank app with the most app downloads and an extensive active user base, as certified by data.ai. It is also the #1 top-rated app on iOS and Google, beating other e-wallet and bank brands.   

Maya continues its bold moves as it leverages its digital banking advantage with its new “My Money. My Bank. My Way.” campaign in collaboration with its brand ambassador and Chief Advocacy Officer, Hope Elizabeth “Liza” Soberano. Through the campaign, Maya aims to encourage more Filipinos to embrace new financial services such as credit and savings powered by the country’s #1 digital bank app, Maya.