‘It’s not who you know, but who you don’t know yet’

Agency: House 337


House 337 is launching a campaign for Santander UK’s Corporate & Commercial Banking arm which highlights the bank’s expertise in connecting high growth businesses to the right partners.

London-based creative collective House 337 was tasked with developing the first TV-led campaign for Santander UK’s Corporate & Commercial Banking arm and to promote its role in helping businesses expand into new markets overseas and in the UK.

In the TV spot, actor Brian Cox narrates a series of ‘sliding doors’ moments, where potential business partners narrowly miss meeting each other and lose out on significant business opportunities. Cox adds good-humoured gravitas to the campaign. The ad highlights the role of Santander UK’s Corporate & Commercial Banking division in helping businesses expand by building their networks.

The key insight for the campaign came from research into the barriers faced by businesses looking to expand abroad. Costs and financial know-how aren’t the main factors holding them back - rather, it is a lack of access to the all-important people and organisations they need to know.

With experienced, local relationship teams Santander UK Corporate & Commercial Banking goes beyond traditional banking services by offering businesses access to the contacts and knowledge needed to achieve their international growth ambitions.

The campaign flips the adage that ‘business is all about who you know’ to show that it is the people you don’t yet know who could be the key to success.

The TV spot was directed by Oscar-winning director Tom Hooper known for directing The King’s Speech and Les Misérables and produced by Smuggler.

This professional campaign titled '‘It’s not who you know, but who you don’t know yet’' was published in United Kingdom in June, 2023. It was created for the brand: Santander, by ad agency: House 337. This Film medium campaign is related to the Finance industry and contains 1 media asset. It was submitted 4 months ago.


Executive Creative Director Jo Moore
Creatives Holly Fallows & Charlotte Watmough – TV Team
James Fairburn & Scott Vaux-Nobes – Non-Broadcast Team
Strategy Nicola Dyball – Strategy Director
Georgie Murray-Burton – Head of Strategy
Account Management Nick Pawlak – Client Managing Director
Nick Cooper – Senior Account Director
Kelly Mahon – Account Manager
Agency Producer Nicola Ridley
Assistant Producer Catarina van Leuven
Integrated Project Director Kirsty Wood

Director Tom Hooper
Production Producer Molly Pope
DOP Steve Annis
Casting Director Leslie Beastall
Editor Russell Icke
Production company Smuggler
Post Production Whitehouse Post/Framestore
Post Production Producer Alexia Paterson
Sound Recording Studio 750mph
Sound Engineer Sam Ashwell

Dan Sherwood Marketing Director, Santander UK
Tina Boyle Head of Brand Strategy and Marketing Communications, Santander UK
Tim Hinton CEO, Corporate & Commercial Banking, Santander UK
Wesley Haughton Head of Business Development – Corporate & Commercial Banking, Santander UK
John Carroll Head International – Corporate & Commercial Banking, Santander UK
Jane Galvin Head of Corporate Clients – Corporate & Commercial Banking, Santander UK
Rachel Lines Head of Marketing – Corporate & Commercial Banking, Santander UK
Sam Westwood Senior Marketing Communications Manager, Santander UK
Nita Barchha Marketing Manager, Santander UK
Jules Kimbell Marketing Manager, Santander UK
Katie Attwood Marketing Communications and Brand Design, Santander UK


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