Dentsu X secures Santander's business in the United States
In a significant move towards marketing optimization, Banco Santander has chosen Dentsu International as its media partner for the European and U.S. markets. The Spanish banking giant will also be working with Dentsu's associated agencies, Carat for Spain, Portugal, and the U.K., and Dentsu X for the U.S. and Poland.
This consolidation of media buying is part of Santander's strategy to centralize and streamline marketing expenditures, particularly in major markets like Europe and the U.S. Dentsu International, with its data analysis, planning tools, and measurement ecosystem, will bring added value to Santander's media efforts.
Leah Meranus, chief media officer of Dentsu X U.S., expressed her excitement about being chosen as Santander's U.S. media Agency of Record (AOR). The decision was made following a competitive pitch that lasted for six months.
While the specific scope details such as contract terms, duration, budget size, exact markets covered, or strategic goals tied to this consolidation are not publicly disclosed, it is clear that Santander sought a single agency partner to manage all its markets. The bank will now have all its media investments managed by Dentsu International and its associated agencies.
This move marks a significant step for Banco Santander in its quest for efficient marketing operations, and for Dentsu International as it continues to expand its global footprint.
- The move by Banco Santander to partner with Dentsu International and its associated agencies will enable a comprehensive financial analysis of its investments across various business sectors.
- The consolidation of media buying for Santander by Dentsu International, with its expertise in finance and the industry, represents a strategic decision to optimize business operations and investment planning.
