Havas, Mediabrands, Dentsu and WPP compete for brand preference
After a year of being served by BETC Havas, Santander bank is promoting a local advertising pitch between Crispin Porter + Boguski for its service.
The process, under the coordination of marketing director Juliana Cury, takes place in parallel to the global competition that the Spanish financial institution conducts with the holdings Havas (with BETC, including the participation of the Brazilian unit), WPP (without defined agency), Dentsu (with Dentsu Creative) and Mediabrands (with the FCB network). Santander gives freedom to marketing departments in the countries where it operates to choose their advertising suppliers.
The global selection process involves media creation and purchase. Therefore, in Brazil, neither Soko/Droga 5 nor Crispin Porter + Bogusky will make purchases through media channels.
BETC Havas joined Santander due to the bank’s global alignment. Suno United Creative lost its account due to an irregularity found by the bank’s compliance department: the agency was serving CashMe, a property-secured loan, which competes directly with Santander Usecasa.
Credit: Photo by Taylor Floyd Mews on Unsplash
