Santander launches biggest campaign for new 'simple, personal, fair' positioning

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.

Santander claims "simple, personal and fair" are the three words that describe itself and have been worked into what the bank has been doing in the past 18 months in terms of "product development and innovation".

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 Santander, said: "This campaign will build on the success we’ve had in recent years in growing consumer awareness and confidence in Santander.

"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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