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Metrobank is the Philippines’ leading financial conglomerate with a diversified business portfolio including investment banking, thrift banking, leasing and financing, banc assurance, and credit cards. It has a solid track record spanning over 50 years, and has been named the Strongest Bank in the Philippines and one of the Top Ten Banks in Asia Pacific. Its extensive branch network is nationwide and is in key cities in the world.
The Philippines is one of the fastest growing economies in the ASEAN because of its solid macro-economic fundamentals. In 2013, top regional leaders suggested an integration of Southeast Asian economies much like that of the European nations. But the Asian integration meant allowing foreign banks, technology and other aspects of building a strong united Asian front to enter the country and compete with existing Filipino businesses.
With the Asian integration looming as a possible scenario, Metrobank desired to underscore its position as the leader in the banking industry, the strongest in the country and one of the top in the ASEA. The 2014 Annual Report was the communications tool selected to strategically and immediately convey this to its target audience (stockholders, partners, investors, customers), while emphasising its brand message –“You’re in good Hands.”
Metrobank’s leadership position was illustrated using an “eagle’s eye view” of a busy intersection in the Makati Central Business District showing the ingress and egress of cars from four points. This is symbolic of Metrobank’s ability to see the entire financial and economic picture of the country, thus able to render solid sound financial advice, strategic planning and prudent decision-making to its customers. A drone flown from the roof deck of the Metrobank building was used to create the eagle’s eye view. The soaring vertical facade of the building is reminiscent of the numeral “one,” again to reiterate Metrobank’s position in the banking industry. This image was used further in inside pages. Other breaker pages showcased the bank’s customer intimacy by showing actual customers in real-life scenarios.
The Metrobank 2014 Annual Report was first distributed at the Annual Stockholders' Meeting on April 29,2015 . Two thousand five hundred copies were produced, several of which were sent to Metrobank’s satellite branches in China, Korea and Japan. A PDF version was available for viewing in the company website. A CD version was also available for further perusing by investors and stockholders. The Metrobank 2014 Annual Report was an integral part of the official corporate portfolio used in several road shows abroad of the bank and was also used by its subsidiaries and partners in their projection of a strong partner in Metrobank.