The problem
Santander came to us with an ambitious goal: build a leading newsroom for SMEs navigating global trade. The bank asked Astra to create a steady drumbeat of engaging, original articles that would establish Santander as an authority in the sector. The newsroom needed to achieve three things: provide genuinely useful, non-promotional guidance to businesses expanding internationally; give Santander’s partners opportunities to share their expertise; and attract new subscribers to the platform.
The approach
Astra assembled a team of highly experienced business writers and editors to work closely with the Santander Navigator team. We developed timely, actionable stories designed to help SMEs enter new markets and understand the challenges of international expansion. Topics ranged from managing cultural differences and identifying emerging opportunities to understanding major economic developments, including the impact of rising US tariffs.
The results
Our team produced hundreds of high-quality journalistic articles spanning countries, regions, and sectors, including clean energy, healthcare, manufacturing, and marketing. The work received excellent feedback from Santander’s managers and generated a surge in interest from the bank’s partners, with many more asking to contribute to or be quoted in our stories.