Cebuana Lhuillier delivered a landmark showing at the NEXT Awards 2025, winning the Grand Prix for Brand of the Year and taking home multiple Gold, Silver, and Bronze recognitions across key marketing categories. That momentum carried through to the regional stage at the MARKETECH NEXT Awards Asia-Pacific, where Emirosco Michael Sena, First Vice President and Chief Marketing and Communications Officer, earned Gold as Most Innovative Marketing Leader of the Year—recognizing his stewardship of the brand’s integrated marketing, which helped bring these wins to life and elevate Cebuana Lhuillier’s presence across the region.
Organized by MARKETECH, the NEXT Awards recognize marketing innovation and effectiveness across the country, with national victors progressing to the regional Asia-Pacific level.
Cebuana Lhuillier’s award-winning initiatives were anchored on heart, purpose, and a clear commitment to uplift Filipinos. From community-focused financial education to high-impact loyalty and customer engagement programs, the company’s campaigns showed how empathy and innovation can work together to create measurable change and build long-term trust. “These wins affirm the strength of our vision and the passion of our people,” said Cebuana Lhuillier President and CEO Jean Henri Lhuillier. “Our commitment to service and innovation has always been rooted in empowering Filipinos, and being recognized by the NEXT Awards is a testament to the positive impact of that mission. We will continue to invest in programs and experiences that bring real value to the communities we serve.”
At the MARKETECH NEXT Awards Philippines, Cebuana Lhuillier was recognized across multiple categories for campaigns that combined innovation with meaningful customer and community impact.
Highlighting its CSR and financial empowerment efforts, Cebuana Lhuillier’s programs were recognized for purpose-led storytelling and real-world value. Pasasalamat—its flagship customer engagement program that reunites clients with their pawned items—earned recognition for its heartfelt, customer-first execution (Gold, Bronze). Meanwhile, Money Guro, a digital financial-literacy video series designed to equip Filipinos with smarter money habits, was honored for its accessible and effective content (Silver).
Cebuana Lhuillier Bank’s programs were likewise acknowledged for advancing a culture of saving and financial awareness. Iponventure—their savings and financial-literacy movement that encourages Filipinos to build consistent saving habits—was recognized for bringing public relations to life in a purpose-driven way (Gold). World Savings Day, a nationwide initiative promoting financial education and responsible saving, also earned recognition for strong community engagement and event execution (Bronze).
Rounding out the wins were other key programs that strengthened Cebuana Lhuillier’s impact across customers and businesses. KaNegosyo Center, its MSME support platform that empowers entrepreneurs through tools, access, and education, was recognized for its B2B marketing strength (Gold), while the Gold Bar Launch/Re-launch Campaign was honored for boosting product awareness and engagement through strategic execution (Silver).
“This recognition reflects the hard work and heart of our teams across Cebuana Lhuillier,” Sena said. “Our approach has always been to listen to our customers, champion their needs, and tell stories that honor their everyday journeys. We will continue to build campaigns that are insightful, impactful, and proudly Filipino, so we can keep earning the trust of the communities we serve.”
The NEXT Awards 2025 victories mark an important milestone for Cebuana Lhuillier, underscoring its strengthened brand leadership and its role in shaping marketing that is both innovative and deeply rooted in Filipino values. As the company continues to champion financial inclusion and community empowerment, Cebuana Lhuillier remains committed to creating programs, experiences, and stories that resonate with everyday Filipinos and deliver lasting, positive change in the communities it serves.
