Following a review that began earlier this year, Visa has selected Wieden + Kennedy and Publicis Groupe to handle global advertising duties. W+K succeeds BBDO, New York as the AOR on creative strategy and major creative advertising initiatives.
Publicis Groupe will continue to be handle global media and add to its remit production and support for the brand’s “hyper local work.”
Lynne Biggar, Visa’s Chief Marketing and Communications Officer, posted the decision on her Linkedin page.
“Today, we are excited to share that after completing an extensive creative global agency of record review, we are embracing a new model – awarding creative oversite of our business to both Wieden+Kennedy and Publicis Groupe. Wieden+Kennedy’s best in class creative talent will lead our creative strategy and major initiatives. Publicis Groupe and its holding company capabilities will continue to be responsible for global media, and add to its remit production and support for our hyper local work.
Accelerating business for and with our customers means we’re always innovating and pushing forward – exploring new ways to meet evolving needs to achieve impactful outcomes. Our brand and business ambitions warrant having Wieden+Kennedy and Publicis Groupe partner together to expand our brand platform by combining both best-in-class creative and global execution expertise.
Many thanks to BBDO, for their long-standing partnership with Visa over the past many years. We appreciate the contributions they have made to our brand and business across our global footprint.
Visa’s mission remains to connect the world to enable individuals, businesses and economies to thrive. As the trusted engine of commerce, our brand is one that people and businesses around the world trust and rely on, and our role has never been more important – powering economies, scaling contactless digital payments and experiences and helping the world get safely back to business and everyday life.”
W+K has had a truly spectacular run in picking up major brands, including McDonald’s and Michelob Ultra. Visa spent $60 million on measured media in the U.S. last year according to Kantar Media, and an estimated $200 million globally.