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On the Brink Update: Santander Bank launches ad campaign under new CEO (Score 67)

Update: Vulnerable Account Index (VAI) due to its recent CMO appointment (more below), has teamed up with domestic violence organizations in its latest ad campaign, which discusses the effect that financial challenges have on abusive situations. National Domestic Violence Awareness Month happens to fall in October, so Santander is partnering with the Coalition Against Domestic Violence (NCADV) and the National Network to End Domestic Violence (NNEDV) on its "In Someone Else's Shoes" campaign. The campaign tells the stories of financial abuse survivors with digital and social content, along with a free, museum-style, interactive exhibit in NY.

The bank hired president and CEO Tim Wennes, former West Coast president at Union Bank, in September; this is the first campaign released under his leadership. We expect continued shifts in marketing strategy and agency roster as a result of his appointment.

According to iSpot, YTD national TV spend of $1.2 million has targeted various male, Hispanic, sports-oriented audiences (see targeting right). Nothing was allocated towards this channel during the same timeframe last year; ads didn't air until late November, when Santander spent $152,271. This year, ads have mostly aired during Q2 and late Q3-Q4. 

During the past 12 months, Adbeat reports that Santander has spent $4.9 million on digital display ads placed primarily via Yahoo Gemini Native ($2.9 million). This amount marks a 96% increase from the $2.5 million spent within the 12 months prior (Sept 2017-2018). Top targeted sites have included yahoo.com ($2.8 million), xe.com, urbandictionary.com, oprah.com and emuparadise.me.

Santander also, per Kantar, uses OOH, print and radio, the latter two of which have declined over the past several years. This campaign is likely an effort to reach millennials, who care about brands that talk about causes like domestic violence.

Agency & martech readers - continue reaching out for work under CMO Barbara Glasser. Competition will include Media Logic, which has worked on creative in the past.

Below was originally published on Aug 8:

in September. Previously a marketing consultant leading marketing ROI, branding, identity, advertising and loyalty programs, Glasser brings additional expertise from various roles at Astoria Bank, TD Bank Group, Citi, JPMorgan Chase, Instinet.com, Merill Lynch and Prudential Securities. 

SB hasn't yet established a top spending period, so reach out throughout the year to secure ad revenue. The company typically invests in digital, TV, earned and outdoor media channels, while its print and radio spend has gradually declined. Per Kantar, its total 2018 spend dropped significantly to $9.1 million from that of $20.6 million in 2017. It recently

According to iSpot, a YTD national TV spend of $823,251 has gone towards commercials targeting various Hispanic and sports-oriented audiences (see targeting right). While other advertisers are certainly spending more, the bank has already blown last year's spend of $152,271 out of the water. Since no prior data is available, expect spend to continue rising in this channel.

Within the past year, Adbeat reports that SB has spent $4.8 million on digital display ads placed primarily through Yahoo Gemini Native (56%), direct (20%) and Taboola (13%) networks onto site destinations including yahoo.com, youtube.com, xe.com, urbandictionary.com and azlyrics.com. During the past 24 months, the company's spend has totaled $6.9 million.

Agency & martech readers - considering how often new CMOs conduct reviews, reach out soon to get on Glasser's radar. In the past, SB has worked with Media Logic on creative projects.