Santander Taps Publicis to Unify Global Media and Creative Services
Snapshot: Santander has chosen Publicis as its global agency partner, unifying its media and creative services to drive marketing transformation. The move aims to scale campaigns, enhance brand consistency, and use AI and data to personalize customer experiences.
Publicis was selected after a competitive process involving all Santander markets, focusing on creativity, technology, and AI capabilities. This partnership supports Santander’s global narrative, "It Starts Here," which was introduced to connect with customers by prioritizing their needs.
Publicis will deliver a bespoke solution, Publicis Flame, combining creative, media, production, and data services under one framework. While strategy will be centralized, local execution will ensure sensitivity to market-specific contexts. This decision positions Santander to capitalize on its global presence while modernizing customer engagement through data-driven insights and AI.
Key Quote: “Bringing all our marketing activities together under a single agency will allow us to take advantage of our unique global presence and scale our best practices in a more effective way.” Juan Manuel Cendoya, Global Head of Communications, Corporate Marketing and Research, Santander
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