{"id":244840,"date":"2026-07-24T09:49:35","date_gmt":"2026-07-24T07:49:35","guid":{"rendered":"https:\/\/ipmark.com\/?p=244840"},"modified":"2026-07-24T14:15:05","modified_gmt":"2026-07-24T12:15:05","slug":"banco-sabadell-vml-the-cocktail-cuenta-crm","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=244840","title":{"rendered":"Banco Sabadell conf\u00eda su cuenta de CRM a VML The Cocktail"},"content":{"rendered":"<p><strong>Banco Sabadell ha seleccionado a VML The Cocktail como su nueva agencia de CRM creativo tras un proceso de selecci\u00f3n desarrollado entre febrero y julio de 2026. La firma relevar\u00e1 a DDB, actualmente integrada en TBWA, que gestionaba la cuenta hasta ahora y no ha participado en la convocatoria.<\/strong><\/p>\n<p>El proceso, convocado por la entidad financiera para <strong>reforzar su estrategia de comunicaci\u00f3n con clientes<\/strong>, ten\u00eda como objeto la gesti\u00f3n de la creatividad de CRM de la entidad y el acompa\u00f1amiento en la evoluci\u00f3n del modelo actual para llegar a construir relaciones duraderas a largo plazo.<\/p>\n<p>La selecci\u00f3n ha incluido varias fases de evaluaci\u00f3n centradas en la afinidad entre los equipos, las capacidades en datos y tecnolog\u00eda y la propuesta estrat\u00e9gica y creativa. <strong>Accenture Song, Ogilvy y VML The Cocktail<\/strong> llegaron a la fase final.<\/p>\n<p>El acuerdo entre Banco Sabadell y VML The Cocktail tendr\u00e1 una duraci\u00f3n inicial de tres a\u00f1os y contar\u00e1 con una inversi\u00f3n estimada de un mill\u00f3n de euros al a\u00f1o.<\/p>\n<h3>Propuesta<\/h3>\n<p>La propuesta de VML The Cocktail ha destacado, seg\u00fan Banco Sabadell,<strong> por integrar creatividad, conocimiento del cliente y tecnolog\u00eda.<\/strong> La entidad busca mejorar la comprensi\u00f3n de las necesidades de sus usuarios y ofrecer comunicaciones m\u00e1s cercanas y relevantes.<\/p>\n<p>\u00abLa propuesta de VML The Cocktail destac\u00f3 por su capacidad para combinar creatividad, conocimiento del cliente y tecnolog\u00eda en una visi\u00f3n integrada, muy alineada con nuestra ambici\u00f3n de reforzar la relaci\u00f3n con nuestros clientes, entendiendo mejor sus necesidades para acompa\u00f1arlos de forma m\u00e1s cercana, personalizada y relevante en su d\u00eda a d\u00eda\u00bb, ha explicado <strong>Andrea Careaga,<\/strong> directora de campa\u00f1as a clientes y estudio creativo de Banco Sabadell.<\/p>\n<p>El equipo del banco que ha participado en el proceso est\u00e1 integrado por <strong>Marta Milleiro<\/strong>, directora de marketing; Henar Marcos, directora de marca y comunicaci\u00f3n; <strong>Andrea Careaga<\/strong>\u00a0y <strong>Eric Reinoso<\/strong>, responsable de compras. Por parte de VML The Cocktail, el equipo responsable de la propuesta ha estado liderado por <strong>Anna Casals,<\/strong> <strong>business director &amp; client leadership<\/strong>, y <strong>Alberto Su\u00e1rez<\/strong>, <em>managing director<\/em>.<\/p>\n<p>Banco Sabadell tambi\u00e9n ha agradecido a DDB su trabajo durante la etapa anterior y su participaci\u00f3n en la evoluci\u00f3n de las comunicaciones de la entidad con sus clientes.<\/p>\n<p>SCOPEN ha asesorado al banco en la definici\u00f3n del perfil de agencia, as\u00ed como en el dise\u00f1o y la gesti\u00f3n del proceso de selecci\u00f3n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El acuerdo, que tiene una duraci\u00f3n inicial de tres a\u00f1os, cuenta con una inversi\u00f3n estimada de un mill\u00f3n de euros al a\u00f1o.<\/p>\n","protected":false},"author":30,"featured_media":244847,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2184,2227],"class_list":["post-244840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-agencias","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Banco Sabadell elige a VML The Cocktail para su CRM<\/title>\n<meta name=\"description\" content=\"Banco Sabadell adjudica a VML The Cocktail su cuenta de CRM creativo por tres a\u00f1os, con una inversi\u00f3n estimada de un mill\u00f3n de euros anuales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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