• by Joe Mandese , March 10, 2022

Banco Santander, the largest banking brand in Spain and one of the largest worldwide, has tapped Dentsu X as its media agency for the U.S. and Europe.

The assignment, which beings in April, follows a six month review consolidating Santander’s media services within in one holding company. It divides the U.S. and Poland markets at Dentsu X and Spain, Portugal and the U.K. at sister agency Carat.

Carat had previously serviced the account in the U.K. for more than 20 years, initially working on its predecessor brand, Abbey, before it was renamed Santander in 2005. Santander also had a creative account relationship with Dentsu in Poland.

Consolidated billings were not disclosed.