The agency won the brief from incumbent Tequila/London in the first step of a broader marketing review.
The news comes just two weeks after the bank moved its £22m creative advertising business from TBWA\London to WCRS.
The move to a specialist signals a desire by the bank to increase its use of digital marketing as part of a shift to product-led advertising.
Abbey is also expected to review its direct-marketing business, currently held by Tequila, in the near future.
The bank will start rolling out its Grupo Santander logo over the next few weeks, following its takeover by the Spanish banking group. Last month, Abbey revealed plans to ditch its previous £15.5m brand identity, which was introduced just a year ago.
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