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SBD Global/February 25, 2013/Marketing and Sponsorship

Jessica Ennis To Become Female Face Of U.K. Brand Santander

Santander has signed a deal with Olympic Gold Medalist Jessica Ennis, who will "become the first female face of the U.K. brand in its upcoming TV advertising campaign," according to Ben Bold of MARKETING MAGAZINE. Santander, "which in the past has used sports stars including Lewis Hamilton and Jenson Button to front advertising campaigns," said that the addition of Ennis to its cast of brand ambassadors would allow it to appeal more to women. Santander claims that its use of sports stars has "raised its U.K. brand awareness from 20% to 94%." Ennis' "other recent endorsement deals" have included Jaguar, Coca-Cola-owned Powerade, BA, Aviva and Procter & Gamble's skincare brand Olay (MARKETING MAGAZINE, 2/22).
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