Visa recently announced that TBWA will be handling creative duties on their account. Earlier, they chose OMD and Mediaedge:cia to handle planning. In a further step towards consolidation, the credit card company is looking to start a review to tackle interactive and direct marketing. Right now, the brand is using several agencies to handle its work including AKQA for Avenue A/Razorfish digital, as well as Arc and Tequila for direct marketing.
Visa’s global CMO Antonio Lucio told Adweek that TBWA was chosen for the “strategic intent” and the “ability to translate that into locally relevant creative.”
Interesting is Lucio’s emphasis on locality. Global culture still needs to be distilled down to the local level no matter how digitally connected, plugged in we all seem to be.
The review will kick off in early next year. Good luck to the digital and DM shops tapped to participate.
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