Santander has consolidated its global media and creative services under a single agency.
The bank announced this week that it has chosen Publicis to help it re-enforce its new brand positioning, while adding data-driven messaging and personalised customer experience to customers.
The goal is to make its marketing campaigns more effective and scalable using data and AI, after Santander unified its narrative and brand positioning under the ‘It starts here’ tagline.
It will also provide the bank with common capabilities and measurement across the group to increase effectiveness.
The announcement follows a competitive tender process involving the world’s largest full-service marketing agencies, after Santander began the account review back in September.
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.“