SANTANDER

UNDERSTANDING THE MOMENTS THAT MATTER

Strategic change starts when you are prepared to break everything

CHALLENGE

Santander wanted to transform its marketing function to be fit for purpose in the digital age.

In order to do this, the company needed a better understanding of customer trends, trends in retail banking, technology-driven mega-trends and marketing trends. This insight would form the basis for decisions around the structures, processes, capabilities and areas of focus required to succeed in the 21st century.

SOLUTION

We conducted the research and developed the plan for transformation.

Combining desk based research with insights from Santander’s own observations on its customers, we identified the guiding principles for delivering marketing excellence. Based on these, we designed and executed a marketing transformation programme in close collaboration with Santander’s marketing team. Core to this was an ongoing training and development programme for the whole marketing team. Our approach was signed off by the UK Board and non-exec team – buy-in at the highest levels of the organisation.

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We knew ENGINE Transformation would bring unparalleled knowledge, skills and experience to this project, but their meticulous approach, enthusiasm and creativity has really made the difference. The journey hasn’t always been linear, but their focus on staying true to our ambition and communicating that clearly and consistently to our teams has been critical to the programme’s success. An awesome team to collaborate with.”

Andy Freeman, Head of Marketing Transformation, Santander UK
IMPACT

Lasting change, moving beyond good-enough to excellent

The work provided the team with the knowledge, skills and confidence to not only become fit-for-purpose as a function, but to go further and be able to spot and capitalise on opportunities in this rapidly changing digital age.

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A creative, exhaustive and productive programme was carried out with enthusiasm, diligence and, above all else, open, exploratory mindsets. Essential qualities to making the marketing function fit for purpose in a digital age.”

Keith Moor, Former CMO, Santander UK
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078 1860 6917

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