Advertising Agency Dentsu X Secures Santander's U.S. Operations
Banco Santander Consolidates Media Buying with Dentsu International
Banco Santander, one of the world's leading financial institutions, has made a significant move in its media strategy by consolidating its media buying under the agency of record, Dentsu International, in the European and U.S. markets.
The decision to change media buying agencies for Santander was the result of a six-month international agency review, aimed at finding a single agency partner for all Santander's markets. Following a competitive pitch, Dentsu International and its subsidiary, Carat, were chosen to bring their data analysis, planning tools, and measurement ecosystem to Banco Santander's media efforts.
In the U.S. and Poland, Santander will work with Dentsu X, with Carat handling the media duties in Spain, Portugal, and the U.K. This new media buying structure is effective across the European and U.S. markets.
Leah Meranus, chief media officer of Dentsu X U.S., expressed her excitement about being chosen as Santander's U.S. media Agency of Record (AOR). She highlighted the opportunity to work with a globally recognised financial institution and to bring advanced tools and systems from Dentsu International to Santander's media efforts.
With this consolidation, Banco Santander has effectively brought its media buying under one roof, signifying a strategic shift towards a more integrated and streamlined approach to media planning and buying. The new media buying strategy is expected to enhance Santander's media presence and effectiveness, contributing to its overall business growth.
Dentsu International's data analysis and planning tools, utilized through their partnership with Banco Santander, are likely to significantly impact the bank's investment strategies across various business sectors. The consolidation of media buying under Dentsu International signifies Banco Santander's commitment to a more efficient and integrated financial strategy.
