Visa’s aim to become the “most impactful, creative, data-driven marketer”

Stephen Whiteside

Visa, the payments company, has outlined an ambition to become the “most impactful, creative, data-driven marketer in the world”.

Visa is in the early stages of an ambitious marketing mission.

“About a year ago, we put out our mission statement around being the most impactful, creative, data-driven marketer in the world,” Kimberly Kadlec, the company’s svp/global marketing, explained to delegates at the 2018 Cannes Lions International Festival of Creativity.

“That's what we're shooting for. And it sounds great. And we all agree that's where we want to go. But actually making that happen is not easy.”

Breaking out the various components of its agenda enabled Kadlec to outline the opportunities – and challenges – for Visa:

  • Data:Visa has...

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