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Ana Botín has a fortune of almost 2,000 million euros, a bank that is the first financial institution in Spain, more than 37,000 followers on Twitter, almost 13,000 friends on Instagram and a small fuchsia backpack that fits everything One needs to walk over a glacier in Greenland.

With that backpack and little else, the president of Banco Santander left last summer on a trip to the Arctic with the adventurer Jesus Calleja to know in situ the devastating consequences of climate change. His journey, which was broadcast last night on all Mediaset channels , is the last chapter (for now) of the innovative communication strategy of one of the most powerful women on the planet, the most powerful without a doubt in our country, the first major Spanish bank manager who dares to show his intimacy in social networks and in prime time .

"When a person of his level, from his level, throws himself into the public space in this way, it is never a decision taken lightly, it is a strategic decision. There is a very designed will to be known outside his usual scope " , Verónica Fumanal, communication expert and advisor to the current president Pedro Sánchez, when, being a candidate in 2014, hung on an 80 meter high wind turbine with the same Calleja. "What Ana Botín is doing, very intelligently, is to arm herself reputationally , arm herself and build her brand."

So, surfing among icebergs, we learned that Ana (Ana Patricia only called her father when she was pissed off) prefers to find wifi than penguins, who get up early and go to bed before 10 at night, who is 58 years old and scheduled at least three following, and sometimes fasting, he lives all over the world but his house-house is in Santander. In fact, this from Santander repeated it so many times that at times it looked like Revilla on ice.

She said that she wanted to be a journalist but her aunt Covadonga told her that it was not a good idea, that she lived outside Spain from 13 to 30 years old, that she met her husband at 18 and that she asked him to marry him by phone at 22. "If we don't get married, this is going to be very difficult." That he did piano, ballet and judo, that he went to school by car in the hard times of ETA although the school was next to home and that he lost a daughter when he worked on Wall Street . "This nobody knows," he warned.

He also confessed that Emilio Botín was an excellent father but a regular boss and told how he fired her before the merger with the BCH in 1999 in an episode that seems out of the Succession series. "It doesn't matter what price you have for the family, what matters is the bank ," his father told him. "It made me have a hard time, but I learned a lot," she confesses now.

Ana Botín's adventure comes after almost two years of an almost unprecedented communication strategy in her sector and that started with a tweet on February 7, 2018. "Hello, Hello, Bom dia". It was the first, 213 retuits. "I have decided to use Twitter to learn from others and share my opinions," he explained later on the social network. "In addition to finances and Santander I have other interests that I will tweet about: education, entrepreneurship and the future of work, the transformative capacity of digital technology, inclusive growth, sports, yoga ... even tea" .

A year and a half later, he opened his personal account on Instagram with an old photo of the Communion of his niece, the daughter of his sister and Severiano Ballesteros. "My niece and goddaughter Carmen has initiated me on Instagram. I am here to better understand what interests and worries young people. It is important for me and for my work." The image liked Calleja and 817 other people.

In his Twitter account (@AnaBotin) there are snapshots of meetings at the highest level in the middle of the world, walks in Central Park, sea bass, even tea, a selfie with Ronaldo, feminist books, golf videos and even a photo of her with tutu Red. "We are the serious bank , " says the foot.

In her Instagram account (@ana_botin) there are sunrises in the bay of Santander, Ana Botín playing tennis with Rafa Nadal, Ana Botín doing weights, more sea bass, more golf, yoga, a photo of the banker with a cowgirl hat and another of his feet in socks next to those of his family on the Night of Kings.

Also several images that he has been hanging during the last weeks of his journey in Planeta Calleja, a risky experiment that culminates the reinvention of the Botín brand.

See this post on Instagram

"Through social networks and his participation in the Calleja program, Botín manages to convey a nice and daring image, having fun with a supercampechana person like Calleja and reaching many people who surely did not even put a face on him," says Verónica Weekly " Historically, the great Spanish companies lived with their backs to communication. They offered an appearance a year to take stock of results and disappeared , but this no longer works because today all companies have the need to communicate, all are likely to have a crisis reputation and banking comes from a very serious image crisis. She is managing to humanize her personal brand and transmit values ​​that permeate her bank, which is a brand closely linked to her name. If Ana Botín is nice, her bank is nice. If Ana Botín is a feminist, her bank is a feminist. "

If Ana Botín is nice, her bank is nice. If Ana Botín is a feminist, her bank is a feminist

Veronica Fumanal

In May 2018, the president of Santander surprised by declaring herself a feminist in a live interview of the Cadena Ser: "Ten years ago I would say she was not a feminist, today I say yes," she answered Pepa Bueno. A few months later, he explained his position through an article he published on his Linkedin profile, where he periodically publishes texts: "Today I am aware that saying things publicly, in solidarity with other women, has the power to change. I am aware of being in a privileged position to do so, so when I speak, I don't do it just for myself, I do it, along with the vast majority of men who support us, for all women, that's why my feminism is now public".

"For years, banks and their leaders have been linked to the worst values ​​of society, usury, enrichment, the use of the weak ... All the values ​​that now add up in the positive line are a good bet", says journalist Toni Aira, professor at the UPF-Barcelona School of Management.

Nor does he believe that the new version of Ana Botín is the result of chance. "If he had suddenly gone to the Calleja program only, it would have been something strange, even cartoonish, but it is obvious that everything is part of a communication plan to turn his personal image and that of his corporation. Gradually they have been incorporating visibility and leaving his comfort zone to shake the preset image that we can have of her and her bank . Ana Botín has been gradually emerging from the scheme and culminates it with Calleja showing human, vulnerable and close. "

During his expedition to Greenland, Ana Botín also told Calleja that he likes to prepare salads, cook potato tortillas and make pasta (Italian, it is understood), he missed two "fuck" between some "córcholis" and a "what the fuck , with forgiveness "when the ice blocks that are falling like sugars in the North Pole began to creak today. "We must take action and reflect on the importance of what lies ahead," he said.

Yesterday he published another article on his LinkedIn illustrated with his photos in canoe with Calleja: "Seeing in person the ice melting and falling into the sea was an experience that made me reaffirm the responsibility we all have to act: individuals, companies and governments. And to succeed, it is necessary to work together, "he writes in an article in English and Spanish entitled The challenge is not only to finance what is already green, but to make the rest of the economy green .

We are used to the image of the banker as a gentleman with a cigar and a top hat and she is struggling to break that stereotype

Toni Aira

The fight against climate change is another of the mainstays of the new communication strategy of the head of Santander Bank. "Ana Botín could do this and go to Greenland without Calleja and without cameras, without anyone knowing, but it is obvious that she, or at least her sector, needs it," insists Toni Aira. "We are used to the image of the banker as a gentleman with a cigar and a top hat and she is struggling to break that stereotype through identification with current audiences and issues, whether feminism or the climatic emergency."

What will be the next step of Ana Botín? "I would advise you not to influence and diversify on different platforms, as you are doing," says Aira. "I don't think we'll see her in a reality show or anything like that, because it wouldn't bring her anything positive, but I wouldn't be surprised if she didn't become a youtuber from here and she showed us in a weekly or monthly video how her work is from within" .

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  • Ana Patricia Botín
  • Telecinco
  • Santander Bank

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