‘Moving the Needle’: How Visa became a digital convert

The keynote address of Visa CMO Antonio Lucio to the ad:tech San Francisco conference is the focus of this report.

'Moving the Needle': How Visa became a digital convert

Geoffrey Precourt Warc

Digital media has all but turned the Visa marketing enterprise upside down. The powerful, broad-based creativity that has always been the anchor of national advertisers' strategies has been usurped by targeted consumer-driven media programs. The transformation has included both theory (abandonment of the always comforting purchase funnel) and practice (a 400% increase in Visa's digital marketing budget in the last 30 months).

Antonio Lucio, Visa's global CMO, told a keynote ad:tech/San Francisco audience, "It worked… Let me be emphatic as the chief marketing officer of our company,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands