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Over the past 18 months, Visa’s Elizabeth Silver quite unexpectedly has emerged as a champion for an unpopular cause: branding on the Internet.
Many high-profile marketers still gripe that banners constrain advertising messages. Not so, says the 46-year-old Silver: “I think of the Internet totally as a marketing tool. It’s another outlet for branding.”
With little fanfare, Visa has maintained a near-constant online presence since the 1996 Olympic Summer Games, peppering the medium with a volley of online ad buys that place the credit card company in the rank of top 30 Web advertisers, according to a variety of industry trackers.
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