Abbey Appoints Agencies For F1 Push

Abbey has hired two agencies to leverage the bank’s F1 sponsorship portfolio and
that of its parent company Santander in the UK.

London-based agencies Sidhu & Simon Communications and 23red have been
appointed to the brief after winning a four-way pitch, handled by intermediary
body the AAR.

As part of Santander’s 150th anniversary programme, the parent group and
Abbey have embarked on a high profile set of sponsorships, including sponsorship
of the McLaren F1 team and its drivers – reigning world champion Fernando Alonso
and British prodigy Lewis Hamilton – as well as title sponsorship of the British
Grand Prix at Silverstone on 8th July.

Sidhu & Simon Communications and 23red have been tasked with bringing
these sponsorship properties to life for Abbey and Santander in the UK.

As well as creating and building a national promotional platform of awareness
between the Abbey and Santander brands, the two agencies will also be
responsible for activating and managing Abbey’s presence at the Grand Prix
itself including media relations, promotional events, guest fulfilment, track
signage and other brand activities in the lead-up to Britain’s biggest annual
sporting event.