Cebuana Lhuillier Wins Seven MARKETECH APAC Awards

Quick Read

What Readers Should Know

Mike Sena and Cebuana Lhuillier earned seven recognitions at the MARKETECH APAC Next Awards Philippines 2026. The awards covered marketing leadership, team performance, and campaigns involving brand awareness, MSME support, social media, financial education, and loyalty.

Key Takeaways

Cebuana Lhuillier received two Gold, three Silver, and two Bronze awards.
Mike Sena earned Gold for Marketing Leader of the Year.
The marketing group received Silver for Marketing Team of the Year.
Five campaigns or initiatives earned separate recognitions.
The company links its marketing approach to clearer, more accessible financial services.

Cebuana Lhuillier earned seven recognitions at the MARKETECH APAC Next Awards Philippines 2026, with its marketing leadership, team, and campaigns receiving two Gold, three Silver, and two Bronze awards.

Emirosco Michael “Mike” Sena, First Vice President and Chief Marketing and Communications Officer, received Gold for Marketing Leader of the Year. The company’s Integrated Marketing and Communications Group also earned Silver for Marketing Team of the Year.

The results recognize work spanning brand awareness, business support, social media, financial education, and customer loyalty.

Marketing leadership supports a broader financial identity

According to Cebuana Lhuillier, Sena has helped advance its positioning beyond its traditional pawnshop identity toward an integrated financial ecosystem. This brings together pawning, loans, remittance, savings, insurance, business support, and investment services.

The company said its marketing team works with business units to translate customer insights into campaigns addressing everyday financial needs.

Cebuana Lhuillier President and CEO Jean Henri Lhuillier commended the team’s contribution.

“I commend Mike and the entire marketing team for turning insights into campaigns that resonate with Filipinos and help make financial solutions within reach. These awards are a testament to their creativity, dedication, and the positive difference they continue to make,” he said.

Campaigns recognized across five categories

The CebuanaAmazing All-In campaign received Silver for Most Innovative Brand Awareness Campaign. It showcased the company’s range of financial services and how these connect with different stages of a customer’s financial journey.

Cebuana Lhuillier also received Gold for Most Innovative B2B Campaign for its business support solutions aimed at micro, small, and medium enterprises.

Its Easy Loan campaign earned Silver for Most Innovative Social Media Campaign. The campaign drew on the familiar Filipino experience of being “bitin,” using everyday financial shortfalls as the basis for its messaging.

Money Guro received Bronze for Most Innovative Content Marketing Campaign. The financial education platform presents practical money lessons through relatable, bite-sized content and digital learning experiences.

Meanwhile, 24K Rewards earned Bronze for Most Innovative Loyalty Marketing Campaign. Its Branch Raid initiative added surprise rewards, partner offers, and interactive activities to routine branch visits.

Connecting communication with financial inclusion

Sena described financial marketing as work centered on value and accessibility, crediting the team for developing campaigns that connect with Filipinos.

Together, the awards reflect the range of Cebuana Lhuillier’s marketing efforts, from introducing services and supporting entrepreneurs to explaining financial concepts and engaging existing customers. The company said these initiatives support its goal of becoming a lifelong financial partner.

Awards at a Glance

Recipient or campaign	Award category	Recognition
Mike Sena	Marketing Leader of the Year	Gold
Integrated Marketing and Communications Group	Marketing Team of the Year	Silver
CebuanaAmazing All-In	Most Innovative Brand Awareness Campaign	Silver
Business support solutions	Most Innovative B2B Campaign	Gold
Easy Loan	Most Innovative Social Media Campaign	Silver
Money Guro	Most Innovative Content Marketing Campaign	Bronze
24K Rewards	Most Innovative Loyalty Marketing Campaign	Bronze

Reader Questions

Frequently Asked Questions

What awards did Cebuana Lhuillier receive?

Seven recognitions at the MARKETECH APAC Next Awards Philippines 2026.

What is Mike Sena’s role?

First Vice President and Chief Marketing and Communications Officer.

Which initiative won the B2B Gold award?

Cebuana Lhuillier’s business support solutions for MSMEs.

What recognition did Money Guro receive?

Bronze for Most Innovative Content Marketing Campaign.

Which loyalty initiative was recognized?

24K Rewards, which earned Bronze for Most Innovative Loyalty Marketing Campaign.

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Gabriel

Introvert, wanderer, blogger, foodie, a hip-hop music writer, and one of the co-founders of a tech start-up company called GigsManila.