Santander is consolidating its worldwide media and creative services under a single agency to help its business transformation.
The initiative aims to use data and AI to scale and accelerate the effectiveness of its marketing campaigns and increase the consistency of its brand narrative.
The bank has selected Publicis as its global partner after a competitive tender offer in which the world’s largest full-service marketing agencies participated.
All Santander markets and businesses were closely involved in the selection process which evaluated creativity, data, technology and AI capabilities.
A few months ago, Santander unified its narrative and brand positioning at a global level under the tagline ‘It starts here’, with the aim of connecting and engaging with customers by putting their needs and interests first.
Juan Manuel Cendoya, global head of communications, corporate marketing and research, and vice chair of Santander Spain, said: “We are excited about this new partnership and confident that advanced data and technology capabilities will help us to connect in a more engaging way with our current and future customers,
“Bringing all our marketing activities together under a single agency will allow us to take advantage of our unique global presence and scale our best practices in a more effective way.”
The move to a single agency seeks to help re-enforce the new narrative and accelerate data-driven messaging to their customers as well as a more personalised customer experience.
In addition, it will aim to provide common capabilities and measurement across the group to increase the effectiveness of their overall operations. The execution of the strategy will remain local to ensure local market context and sensitivities are taken into consideration.