UNDERSTANDING THE MOMENTS THAT MATTER
Strategic change starts when you are prepared to break everything
Santander wanted to transform its marketing function to be fit for purpose in the digital age.
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.
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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