Visa learns vital lessons from Latin America

This report describes how Visa, the financial services provider, has used social media and sporting events related campaigns, including sponsorship, in Latin America.

Visa learns vital lessons from Latin America

Stephen WhitesideWarc

Dramatic fluctuations in consumer confidence, budget levels and – indeed – entire corporate strategies are new phenomena to many marketers across the US and Western Europe as they struggle with the fallout from the economic downturn. These trends are, by contrast, highly familiar to their counterparts in Latin America.

"We're used to being a bit more frugal and a little bit more efficient, because our markets have been in crisis forever," said Adrian Farina, head of marketing, Latin America and Caribbean, at Visa, the financial services provider. "It's not a...

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