Visa Reviews Digital Account

Visa USA is reviewing its interactive marketing account — now split between BBDO i-shop @tmosphere and troubled independent marchFirst — and plans to consolidate the work to gain “flexibility and control.”

A single agency will handle digital media planning and buying, as well as creative, and may also work on Internet content development, said Liz Silver, Visa USA’s senior vice president of advertising and brand management.

BBDO, New York, Visa’s traditional agency of record since 1985, “has been invited to participate and we’re certainly in the process of determining the best ways that we can be involved in servicing their online business,” said spokesman Roy Elvove.

Visa said it has contracted Select Resources International in Los Angeles to conduct the review and began contacting agencies May 14.

“We are hoping to have the review complete this summer and have our new agency in place by October,” Silver said.

Meanwhile, Chicago-based marchFirst filed for protection from creditors under federal bankruptcy law last month and has since agreed to sell most of its assets.