Santander is consolidating its global media and creative services under a single agency, Publicis, to aid in its business transformation. The bank aims to enhance the effectiveness of its marketing campaigns by focusing on data and artificial intelligence, while also increasing the consistency of its brand narrative. This decision follows a competitive tender process involving some of the world's largest full-service marketing agencies.
The selection process included input from all Santander markets and businesses, evaluating creativity, data, technology, and AI capabilities. Recently, Santander unified its global brand positioning with the tagline "It starts here," aiming to connect with customers by prioritizing their needs and interests. Moving to a single agency is expected to reinforce this new narrative and accelerate data-driven messaging for a more personalized customer experience.
Juan Manuel Cendoya, global head of Communications, Corporate Marketing and Research at Santander Spain, commented: "Publicis Flame will be a bespoke solution for Santander designed to deliver creative, media, production and data services."
This strategy's execution will remain local to ensure that market context and sensitivities are considered.