Santander adopts agile marketing approach as it looks to increase effectiveness

Santander is adopting a new marketing approach inspired by Agile software development, most commonly used in IT as a collaborative way to find solutions, as it looks to boost the efficiency of spend and marketing effectiveness.
The strategy uses ‘sprints’ to constantly evaluate the performance of the advertising with the aim of ensuring the efficiency of creative and media. It means Santander will be adapting and tweaking the campaign on a weekly basis, a much shorter timescale than