Santander promises to be ‘simple, personal and fair’ in brand revamp

Santander has committed its biggest media investment to a campaign introducing its new promise to produce products and services that are “simple, personal and fair.”


The campaign is led by a TV ad, created by WCRS, featuring vignettes depicting everyday actions and places described in three simple words to underline the bank’s new brand promise.

Brand ambassadors Jessica Ennis-Hill, Rory McIlroy and Jenson Button will feature but as part of the story rather than being the subject of the spot as they have been in recent efforts.

The TV ad will be supported by digital, outdoor, cinema, digital and press activity.

Keith Moor, who was recently promoted to chief marketing officer at Santander, says: “Customers in the UK have been clear in what they want from a bank and they have been clear about what they expect from us at Santander.

“We have embraced this challenge and our brand new campaign is about showing customers how we aspire to be simple, personal and fair, showing them we are listening and doing all we can to build a better bank. This campaign will build on the success we’ve had in recent years in growing consumer awareness and confidence in Santander. This confidence is key attracting new customers and developing deep and lasting relationships.”

Santander is the latest bank to launch a campaign to demonstrate they are transparent and understanding. Barclays launched its “your bank” initiative  last year, while HSBC invited customers to “creative their bank” by suggesting product and service improvements. 

Media planning and buying was handled by Carat.