'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,...