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Sovereign\Santander has a new agency and will soon have a new brand. Arnold Worldwide won the business after a review that included as finalists Mullen and SapientNitro.
Boston-based Sovereign was acquired by Spanish banking giant Banco Santander in 2009 and the U.S. unit is set to become a more aggressive marketer with its rebranding as Santander by early 2013. The bank has 722 branches in Massachusetts, Connecticut, Delaware, Maryland, New Hampshire, New Jersey, New York, Pennsylvania and Rhode Island.
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