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Visa appoints TBWA Worldwide as its global agency

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | September 19, 2008
In India, this could mean a shift in the creative duties for Visa

Visa has & #BANNER1 & # appointed TBWA Worldwide, an Omnicom communications company, as its global lead strategic and creative agency, following a review of Visa's incumbent agencies.

The agency consolidation, which takes effect from January 1, 2009, is expected to deliver creative synergies and other operating and cost efficiencies to Visa.

In India, this could imply an alignment of the creative duties with TBWA India, as things stand. According to sources, the account will eventually move to TBWA in India as well, but the process will take a few months.

However, no confirmation from TBWA India could be sought on the same. When contacted, Shiv Sethuraman, chief executive officer, TBWA India, declined to comment on the issue.

In India, the account is with RK Swamy/ BBDO. Some of the most memorable Visa work of the past includes campaigns featuring master blaster Sachin Tendulkar talking about his "love" for Visa Power.

On the global appointment, Antonio Lucio, chief marketing officer, Visa, says in an official communiqué, "As Visa has evolved into a global public company, we challenged our agency partners around the world to provide a unified approach to our marketing initiatives. This decision reflects the creative strength and innovation of TBWA Worldwide, as well as its ability to deliver against Visa's unique brand vision."

The Visa brand has, thus far, relied on values such as convenience, flexibility, security and global inclusiveness to target consumers as well as merchants worldwide.

For the record, Visa is a retail electronic payments network providing processing services and payment product platforms. This includes consumer credit, debit, prepaid and commercial payments, which are offered under the Visa, Visa Electron, Interlink and Plus brands.