SINGAPORE — Iris Singapore has been appointed as the agency of record (AOR) for the creative and Customer relationship management (CRM) mandates of GoTyme Bank. GoTyme Bank, owned by one of the Philippines’ leading conglomerates, the Gokongwei Group, and Tyme Bank, a multi-cultural banking group, is a phygital (physical and digital) model bank in the Philippines that puts customer service and ease of access at the forefront of the Filipino banking experience.
GoTyme Bank called for a multi-agency pitch earlier this year. As part of the response, Iris Singapore demonstrated how it would support GoTyme Bank’s aim to unlock Filipinos’ financial potential. The agency is tasked with setting and bringing to life the brand positioning.
Commenting about the appointment, Priya Kalidas, Head of Growth at Iris Singapore, said, “We are thrilled by this new partnership. It was great chemistry from the get-go. We are really looking forward to helping the bank unlock its enormous potential and charting the next chapter of success for GoTyme. Full credit to the Iris Singapore team who worked on this pitch with so much passion and conviction.”
Cristina “Tin” Sanchez, Executive Creative Director of Iris Singapore, said, “In a growing digital landscape, what can set a brand apart? Sometimes, it’s the fundamentals, such as true human-centeredness. A brand that seeks to uplift the lives of people is deeply inspiring to work on. We are delighted to be the new partners of GoTyme Bank in the Philippines.”
Over the next few months, Iris Singapore will launch the brand positioning for the brand, followed by the bank’s first integrated campaign across multiple touchpoints in the Philippines. The campaign will highlight GoTyme Bank’s unique position that will truly set them apart in the market and continue their mission of bringing next-level banking products and services.
Raymund Villanueva, Chief Marketing Officer of GoTyme Bank, added, “We are excited to work with Iris Singapore. The agency really impressed us with their ideas during the pitching process. We are hopeful that when these ideas are executed, it would help us unlock the financial potential of every Filipino through a human-led campaign.”
