Financial results may drive the headlines, but in 2025, it was communication, foresight, and leadership that defined Filipino CEOs’ media reputation. According to CARMA’s CEO Media Index, all ten top CEOs monitored received positive to strongly positive coverage, with favorability scores averaging between 57 and 63.

The report found that CEOs like Ramon S. Ang and Fabian Dee (Metrobank) earned trust by translating complex financial data into narratives that stakeholders could easily grasp. Carl Raymond Cruz, newly appointed at Globe, was praised for quickly articulating a bold digital inclusion agenda.

Interestingly, ethical behavior was largely absent from media portrayals, despite coverage of sustainability initiatives. One exception was Ang, who was spotlighted for both corporate responsibility—via San Miguel’s award-winning CSR programs—and personal acts of integrity, such as paying medical expenses for accident victims.

Sustainability also proved to be a central narrative, with leaders like Pangilinan, Ortiz, and Limcaoco (BPI) earning visibility for green financing, digital innovation, and governance reforms.

“CEOs were not just reporting results,” CARMA noted, “they were framing their companies’ roles in society’s progress.” This shift highlights how, in today’s Philippines, the reputation of corporate leaders rests not only on profits but also on how they inspire confidence, champion values, and communicate a clear path forward.