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.

brightcove.createExperiences();

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here