Dentsu X Secures Santander's Business in the U.S.
Banco Santander Consolidates Media Strategy with Dentsu International and Carat
In a significant move to streamline and unify its media strategy across key regions, Banco Santander has announced that it will be working with Dentsu International and Carat for its media needs.
After a six-month long competitive international agency review process, Dentsu International has been named the agency of record for Banco Santander in the European and U.S. markets. Simultaneously, Carat will manage Banco Santander's media efforts in Spain, Portugal, and the U.K.
The consolidation of media buying is aimed at improving media efforts for Banco Santander, optimizing media investments, and driving stronger returns on advertising spend. This strategic decision aligns with Santander’s objective to enhance efficiency and leverage the expertise of global agencies capable of managing complex, cross-border media campaigns consistently.
Choosing Dentsu International likely reflects Santander’s intent to access innovative media solutions and benefit from Dentsu’s integrated approach, specialized capabilities, and extensive network in both Europe and the U.S. The partnership between Santander and Dentsu X U.S. is for the U.S. market specifically, while Santander will also work with Dentsu X in the U.S. and Poland.
Leah Meranus, chief media officer of Dentsu X U.S., commented on being chosen as Santander’s U.S. media AOR, expressing a positive sentiment towards the partnership. She emphasized that Dentsu International will bring its data analysis, planning tools, and measurement ecosystem to Banco Santander's media efforts.
Santander sought a single agency partner to manage all its markets, and the international agency review process did not specify partners for markets outside the U.S. However, the bank will be working with Carat in Spain, Portugal, and the U.K. Dentsu International and Carat will manage all media investments for Banco Santander.
This consolidation marks a significant decision-making event for Santander's media strategy, reflecting a trend among large multinational companies seeking to manage advertising complexity through a single, trusted partner with global reach and local market insight. The emphasis on European and U.S. markets aligns with Santander’s significant business operations and growth focus in these regions.
Banco Santander's partnership with Dentsu International and Carat indicates a focused approach towards optimizing investments in media and finance, with the aim of generating stronger returns on advertising spend across various business sectors. The strategic collaboration will leverage Dentsu International's data analysis, planning tools, and measurement ecosystem, combined with Carat's local market insights, to drive more efficient media analysis and industry-specific strategies.
