# It sees the launch of a new global brand strapline and programme of marketing activity.

*fintech · news · 2026-04-09 · Birmingham Live*

## Key points

- Santander has launched a new global brand strapline and marketing programme called 'It starts here'.
- The 'Imperfect Beginnings' initiative marks a unified global positioning to reinforce Santander’s brand identity.
- The campaign will feature real-life scenarios and collaborations with content creators and employees.
- Santander's new global positioning was developed with Publicis Groupe and launches first in the UK.
- This initiative replaces the Bank of Antandec concept and signals a new creative direction for Santander UK.

**Companies:** Santander
**Countries:** UK

[Read the full story on Birmingham Live](https://www.birminghammail.co.uk/news/cost-of-living/santander-issues-uncertain-announcement-13-33724064)

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