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LOS ANGELES Visa today unveiled its first new branding direction in 20 years, according to Suzanne Lyons, its executive vice president and chief marketing officer.
The tagline, ending the decades-long reign of “It’s everywhere you want to be,” is “Life takes Visa,” Lyons said.
The tag dates back “at least a couple of years” to Omnicom Group’s BBDO, Lyons said, though it was only used in fact by Publicis Groupe’s Leo Burnett in English-language communications in Latin American countries.
“A
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