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NEW YORK With global reviews of media and lead creative tasks behind him, Visa global CMO Antonio Lucio now plans to review interactive and direct-marketing duties.
As with the previous contests, the company will look to consolidate the number of direct and digital shops it uses around the world as it seeks a more unified global approach. Visa’s digital agencies include AKQA and Avenue A/Razorfish, and its direct marketing shops, Arc and Tequila.
“That is yet another opportunity for rationalization,” Lucio said last week.
The process is not expected to begin until next year.
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