SuperBrands ’96 Category Ranking: CREDIT CARDS

Category leader Visa’s seemingly insurmountable lead continued, but new technology promises advanced payment systems with the potential to change
current market dynamics. Stayed tuned.
Brand Co. Name, Location
Lead Agency, Location
Sales (billions)
Media Expenditures (millions)
1 Visa Visa USA, San Mateo, CA
BBDO – New York
Sales: $270.9
Media Exp.: $110.2
2 Mastercard MasterCard International, New York
Ammirati & Puris/GSD&M – New York
Sales: $169.9
Media Exp.: $86.2
3 American Express American Express, New York
Ogilvy & Mather – New York
Sales: $101.2
Media Exp.: $151.0
4 Discover Discover, Riverwood, IL
DDB Needham – Chicago
Sales: $39.4
Media Exp.: $77.2
5 Citibank Citibank, New York
Lowe & Partners – New York
Sales: N/A
Media Exp.: $57.4
Sources: Credit Card News (sales); Competitive Media Reporting (expenditures)
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