The advertising campaigns that tell how we were

In 1976, as Spain stood at the threshold of a new democracy, Banco Sabadell launched its first advertising campaign outside Catalonia with the slogan “Buen servicio”, translating to “Good service.” This marked the beginning of a strategic expansion that would eventually position the bank, founded in 1881, as one of the largest financial institutions in Spain. The campaign was part of a broader shift toward modern marketing practices, reflecting the changing economic landscape and the growing importance of corporate branding. The year 1973 saw the oil crisis bring inflation and unemployment to a peak, disrupting the rapid growth of the 1960s. In this context, Banco Sabadell, which primarily served small and medium-sized businesses, introduced “Buen servicio” as a central message. The slogan carried particular weight during a time when essential services such as electricity and water were less reliable and uniform, especially in rural areas. According to Manuel Tresánchez, deputy general director and head of marketing, customer care and investment savings at Banco Sabadell, the campaign aimed to reassure entrepreneurs that the bank would not let them down. “We wanted to tell the businessman that we wouldn’t fail him,” he explained. The success of “Buen servicio” led to its continued use throughout the 1980s, a decade defined by Spain’s transition to democracy and integration into European markets. As the country moved toward greater openness and competitiveness, companies began adopting more modern approaches. Banco Sabadell played a key role in this transformation by introducing early computer systems in its branches, replacing paper-based record-keeping with digital data storage. This innovation allowed customers to access their accounts from any branch and even conduct inquiries over the phone, marking a significant step forward in customer communication. By the 1990s, Banco Sabadell had begun a new phase of growth through acquisitions. Its purchase of the Spanish branch of British bank Natwest in 1996 was the first of many that would shape its future. Alongside its initial public offering in 2001, these moves signaled a shift toward a more global outlook. The bank, once largely regional, started to expand beyond national borders, necessitating a new brand identity. In 2004, after nearly three decades of using “Buen servicio”, the bank introduced “Carácter emprendedor”, meaning “Entrepreneurial spirit”, as its new tagline. This new slogan reflected a broader cultural shift, influenced by the popularity of the English term entrepreneur. It positioned Banco Sabadell not just as a financial institution, but as a partner to businesses driving progress. Tresánchez noted that the phrase was intended to align the bank with the ambitions of its clients. “We wanted to present ourselves as a bank with the attitude that drives the world forward and that defines our own customers, the enterprises,” he said. Over five decades, Banco Sabadell has used its advertising campaigns to mirror the evolving values and priorities of Spanish society. From the reliability-focused “Buen servicio” of the 1970s to the forward-looking “Carácter emprendedor” of the 2000s, each slogan reflects a different era of economic and social change. These messages have helped shape not only the bank’s image but also the expectations of its customers, illustrating how corporate branding can serve as both a reflection of and a catalyst for societal evolution.