From remittance to insurance: Palawan Group consumer-led approach wins gold

THE Palawan Group of Companies brought home two gold awards at the Marketech APAC NEXT Awards Philippines 2026, recognizing campaigns that tackled different financial services challenges but shared a common starting point: understanding how Filipinos actually live, spend, send money and protect their families.PalawanPay's "There Na" won Gold for Most Innovative Brand Awareness Campaign, while Palawan ProtekTODO's "Sachet" earned Gold for Most Innovative Consumer Insights Marketing Campaign.Both campaigns were developed with The Gigil Advertising Group Inc.While one campaign focused on remittance and the other on insurance, both looked beyond the usual financial services playbook.Rather than asking consumers to change their behavior, the campaigns found ways for the brands to fit into behaviors that were already familiar to Filipinos.For OFWs, sending money home is rarely just…