Visa to Consolidate Interactive Account

31 May 2001

Credit card giant Visa USA is looking to consolidate its $10–$14 million interactive marketing account at one agency. The chosen shop will handle the creative and digital media planning and buying business.

Online duties have so far been split between recently bankrupted web services firm MarchFirst and the New York unit of @tmosphere, the internet arm of BBDO Worldwide. However, announced Liz Silver, Visa’s senior vp–advertising and brand management, “Visa USA has decided to consolidate its online advertising efforts under one roof, giving us more flexibility and control moving forward.”

BBDO has been asked to pitch for the account and, says the agency’s Roy Elvove, is “taking a look at the best way we can be involved in Visa’s online business” – a reference to the mooted alliance between @tmosphere and Organic, an online shop part-owned by BBDO’s holding company, Omnicom. No other contenders have been disclosed.

News source: New York Times