Santander repositions as value-led bank

Santander has ditched brand ambassadors Lewis Hamilton and Jenson Button in a fresh marketing drive that attempts to demonstrate the value it offers customers.

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The Euro RSCG created television, online, print activity pushes the cashback service on its current account and 123 credit card.

A TV spot shows Santander staff walking the streets of Shrewsbury demonstrating how the products can save people money. The ad breaks 23 September.

The strapline “driven to do better” has also been dropped in the latest campaign. The line was introduced last year to demonstrate to customers the bank was committed to improving customer service after it admitted standards had dropped because of the difficulties integrating the Alliance and Leicester and Bradford and Bingley businesses bought in 2008.

Keith Moor, marketing director at Santander UK, says the “new” marketing approach attempts to prove “to real people” how its accounts “are really changing the market by giving value back to customers”.

An internal communications campaign “to re-empower the branch network and encourage staff to connect and engage with the public” will run alongside the consumer push.

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