Santander is launching its biggest ever campaign to support a new "simple, personal, fair" brand positioning as the latest change in tack with its marketing.
The ‘three words’ campaign depicts everyday words being used to describe a variety of people and things to drive home the belief that everything in life can be summed by three words.
The campaign, created by new ad agency WCRS, will continue to use brand ambassadors Jessica Ennis-Hill, Rory McIlroy and Jenson Button, who are now no longer the "protagonists" of the advertising.
Santander’s latest marketing push comes after a number of different strategies across the last couple of years, which have included its star-studded 1-2-3 campaign, a "value" campaign filmed with local people in Shrewsbury, and a "human" approach that moved away from a "corporate feel".
Keith Moor, chief marketing officer at
"This confidence is key attracting new customers and developing deep and lasting relationships."
Media planning and buying was handled by Carat.
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