UK Financial Services Advertiser of the Month: Santander

Santander is the Financial Services Advertiser of the Month for January 2022. With Ad Awareness scores – a measure of whether consumers have seen an advertisement for a bank in the previous two weeks – rising from 12.5 to 16.6 between January 1 – 31, the bank had the highest improvement of any organisation in the sector (+4.1).

This solid performance may have more to do with Santander’s ongoing marketing efforts – such as its Ant and Dec-fronted TV ads – and special offers than any specific campaign launched in January 2022. One example that may have caught customers’ attention would be the bank’s recently-announced £140 current account switching offer, as well as cashback on certain bills. Whatever is responsible for its recent strong performance, the brand’s communications efforts have not gone unnoticed by UK consumers.