City & Corporate: Citigate in multitask brief for Santander

Santander has handed a multi-disciplinary brief to Citigate Dewe Rogerson as it looks to step up its profile among British businesses.

The Spanish bank, which rebranded the high street branches of Abbey National, Alliance & Leicester and Bradford & Bingley last year, combined its retail and corporate banking PR and CSR work into one single account.

Citigate won the combined brief after a three-way competitive pitch - Citigate had previously worked with Santander to handle its commercial and retail banking, while Grayling formerly managed the bank's CSR account.

The brief is thought to be worth up to £200,000 a year, but it is understood that the bank was keen to keep a tight grip on costs associated with its PR programme.

The pitch process was hand-led by third-party procurement firm Aquanina, which is owned by Santander. The pitch was driven by procurement policy and was understood to be a mandatory review. One source not involved in the final pitch process said that six agencies were required to go through an online 'bidding' process to remain competitive on costs.

Another observer added that Santander wanted the successful agency to perform a significant amount of work for the fees it was prepared to pay.

A key aspect of the brief is to boost the brand's involvement in corporate Britain. Santander has made notable strides in retail banking, but wants to diversify from personal finance towards commercial and SME customers.

The review follows significant changes at Santader. In December 2010, Ana Botin replaced Lloyds-bound Antonio Horta-Osorio as UK CEO.

Several months later, comms director Matthew Young followed him to Lloyds, to be replaced by Jennifer Scardino.

It emerged before Christmas that Horta-Osorio had received casual advice from Brunswick around his return to Lloyds after sick leave.

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.