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The Boston Globe

Business

Santander aims for US acceptance with a new media campaign

Can a foreign bank with a tough-to-pronounce name become a household brand?

In the next few months, Santander Bank will try to establish its brand name in the United States with television and print advertising, sports sponsorships, new products, donations to nonprofits, a refreshed online presence, and commercials featuring actor Robert De Niro.

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