The selection process involved the opinion and experience across all the Santander markets.

Madrid, 28 January 2025.
Santander is consolidating its media and creative services worldwide under a single agency to help its business transformation. The goal is scale and accelerate the effectiveness of its marketing campaigns with data at the centre and boosted by AI as well as to 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. The move to a single agency will help re-enforce the new narrative and accelerate data-driven messaging to their customers as well as a more personalized customer experience. In addition, it will 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.

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.“

Publicis Flame will be a bespoke solution for Santander designed to deliver creative, media, production and data services.