- Santander launches “Imperfect Beginnings”, a new global brand strapline and programme of marketing activity built around its claim “It starts here”.
- “Imperfect Beginnings” aims to reinforce Santander’s role, beyond a provider of financial products, in supporting people and businesses to take the first step as they navigate uncertainty at life’s key moments.
- Advertising will combine real-life storytelling with a multi-channel rollout of content across creators, media, Santander employees and branches.
- The activity will precede the launch of a new campaign and creative direction in the UK at the end of April.
Madrid, 1 April 2026 - PRESS RELEASE
Banco Santander today launches “Imperfect Beginnings,” a unified global brand positioning built around its claim “It starts here”.
The initiative reinforces Santander’s role as a banking partner that helps people and business prosper, while navigating uncertainty and fear of failure at key life moments. In a world defined by constant information and uncertainty, many people feel they must be perfectly prepared before taking that first step when it comes to life’s important moments.
The new marketing initiative, launching today, challenges the illusion of “perfection” that often sits in the way of businesses and individuals making progress and moving forwards on their journey. The content will feature real-life scenarios such as entering the workforce, starting a business or making initial financial commitments. These narratives will be accompanied by collaborations with content creators, employee participation and customer-facing storytelling across owned and earned media channels.
"Imperfect Beginnings” brand activations will also appear across Santander’s branches and WorkCafés, with contextual outdoor advertising linked to specific customer moments, such as home ownership.
Nathalie Picquot, global head of Corporate Marketing, Brand Experience and Digital Engagement at Santander, said: “Imperfect Beginnings brings our positioning ‘It starts here’ to life in a way that is human, relatable and culturally relevant in all our geographies. It is designed to encourage people to make decisions (financial and non-financial) and take the first step, even when the moment feels uncertain or imperfect.”
This positioning has been developed through a fully integrated global operating model, in collaboration with Publicis Groupe. It launches today in the UK and will be rolled out globally across Santander’s core markets over the coming weeks, designed to be a long-term programme with ongoing content, activations and storytelling.
The activity will precede the launch of a new campaign in the UK at the end of April. Santander UK wrapped up the Bank of Antandec concept in 2025, and the new campaign – shaped by the new global positioning - takes this partnership in a new direction.
Santander UK is a financial services provider in the UK that offers a wide range of personal and commercial financial products and services. The bank serves its customers via a nationwide branch network, telephone, mobile and online banking. Santander UK is subject to the full supervision of the FCA and the PRA in the UK. Santander UK plc customers’ eligible deposits are protected by the FSCS in the UK.
Banco Santander (SAN SM) is a leading commercial bank, founded in 1857 and headquartered in Spain and one of the largest banks in the world by market capitalization. The group’s activities are consolidated into five global businesses: Retail & Commercial Banking, Digital Consumer Bank, Corporate & Investment Banking (CIB), Wealth Management & Insurance and Payments (PagoNxt and Cards). This operating model allows the bank to better leverage its unique combination of global scale and local leadership. Santander aims to be the best open financial services platform providing services to individuals, SMEs, corporates, financial institutions and governments. The bank’s purpose is to help people and businesses prosper in a simple, personal and fair way. At the end of 2025, Banco Santander had €1.4 trillion in total funds, 180 million customers, 7,100 branches and 198,000 employees.