Mike Sena leads Cebuana Lhuillier to MARKETECH APAC Next Awards Philippines 2026 recognition
Emirosco Michael “Mike” Sena, First Vice President and Chief Marketing and Communications Officer earned another Gold as Marketing Leader of the Year, this time at the MARKETECH APAC Next Awards Philippines 2026, solidifying his leadership in advancing purpose-driven marketing initiatives.
Cebuana Lhuillier strengthened its position as a financial services provider after earning multiple awards at the MARKETECH APAC Next Awards Philippines 2026 for campaigns that make financial solutions more accessible, relevant, and engaging for Filipinos.
The achievement was led by Emirosco Michael Sena, First Vice President and Chief Marketing and Communications Officer, who earned Gold for Marketing Leader of the Year. The Cebuana Lhuillier Integrated Marketing and Communications Group also secured Silver for Marketing Team of the Year, reflecting the impact of its collaborative work across the organization.
Working closely with various business units, the marketing team translates customer insights and business priorities into initiatives that address everyday financial needs. This approach supports Cebuana Lhuillier’s goal of becoming a lifelong financial partner while making its services easier to understand and access.
For Cebuana Lhuillier President and CEO Jean Henri Lhuillier, the awards affirm the marketing team’s role in advancing the company’s transformation and bringing its financial services closer to more Filipinos. “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 shared.
Sena’s latest marketing distinction reflects his role in reshaping Cebuana Lhuillier beyond its traditional pawnshop identity and advancing its vision as an integrated financial ecosystem. By connecting pawning, loans, remittance, savings, insurance, business support and investment, he helped position the company as a financial partner that supports Filipinos wherever they are in their financial journey.
This vision was further realized through the CebuanaAmazing All-In campaign, which earned Silver for Most Innovative Brand Awareness Campaign by showcasing the company’s broad range of financial services and their role in Filipinos’ everyday financial journeys.
“Marketing in the financial sector is fundamentally about creating real value and accessibility, and this award belongs to our entire team for crafting campaigns that connect and empower millions of Filipinos,” Sena said.
The team’s other award-winning campaigns further demonstrate this approach. Cebuana Lhuillier received Gold for Most Innovative B2B Campaign for its business support solutions, helping micro, small, and medium enterprises access relevant resources and financial services.
The Cebuana Lhuillier Easy Loan campaign received Silver for Most Innovative Social Media Campaign. Built around the Filipino experience of being “bitin” or facing shortfalls, the campaign captured everyday financial gaps and positioned the partnership as a relevant solution for short-term needs.
The award-winning financial education platform Money Guro secured Bronze for Most Innovative Content Marketing Campaign for making financial literacy more accessible through practical, relatable, and bite-sized content. Its digital learning experiences help Filipinos build confidence in managing their finances.
24K Rewards earned Bronze for Most Innovative Loyalty Marketing Campaign by making loyalty simple, transparent, and rewarding. Through the 24K Rewards Branch Raid, routine branch visits became memorable experiences featuring surprise rewards, partner offers, and interactive activities.
Together, the awards highlight how Cebuana Lhuillier turns customer insights into campaigns that deliver business value and social impact. As the company continues to evolve as a financial partner, its marketing efforts remain focused on helping Filipinos access relevant solutions, make informed decisions, and move forward with greater confidence.