Santander seeks agency in bid to grow British corporate brand

Santander is seeking a PR agency to help the Spanish banking giant become a more integral part of corporate Britain.

Santander: wants to move away from personal finance (Getty Images)
Santander: wants to move away from personal finance (Getty Images)

The bank, which rebranded its high street branches of Abbey National, Alliance & Leicester and Bradford & Bingley last year, has launched a three-pronged brief as it aims to improve its credentials in UK corporate banking.

The Spanish banking group has issued a brief to support its UK retail banking, as well as corporate and commercial banking PR and CSR work.

The first two elements of the brief are currently being handled by Citigate Dewe Rogerson, while the CSR element is held by Grayling. All three will be brought together under one account for the first time. The brief is understood to be worth £200,000 per year.

Santander head of media relations Andy Smith explained that the commercial brief reflected the desire of UK CEO Ana Botín – appointed last December – to grow its corporate customer base.

‘She’s pointing out her strategy for the bank – diversifying away from personal finance and towards commercial and SMEs. She also wants us to put customers at the heart of the organisation and improve our reputation for service,’ said Smith.

Smith told PRWeek that this was a ‘mandatory review – in line with Santander’s global procurement policy, and  in no way a reflection of dissatisfaction with the current agency relationships’.

The agency search is being handled by third-party procurement company Aquanina, which is owned by Santander.

The bank is understood to have selected six agencies that will be approached for pitching this week. Smith explained ‘bigger agencies’ had been shortlisted.

‘Our primary concern will be their breadth of ability to service these three briefs,’ he said. The bank expects to have an agency in place by the New Year.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.