Visa to Consolidate Media Buying

Will Invite Incumbent Holding Cos. to Pitch Global Business

By Published on .

SAN FRANCISCO (AdAge.com) -- Visa International has begun a review to consolidate its global media-buying account, a company spokesman said today.
Visa spent $417.8 million in marketing in the U.S., according to Advertising Age's Leading National Advertisers report.
Visa spent $417.8 million in marketing in the U.S., according to Advertising Age's Leading National Advertisers report.

"Visa has made a decision to evaluate global consolidation of media buying in order to more effectively manage advertising spend globally and to simplify agency relationships," according to the spokesman.

He said Visa has engaged EMM Group, London, an enterprise-marketing management firm, to oversee the review.

Holding companies invited
Incumbent holding companies invited to participate in the pitch include Publicis Groupe, Omnicom Group, WPP Group and Aegis.

The review does not include Visa's creative shops, the spokesman said. Among those agencies are Omnicom's TBWA/Chiat/Day, Playa del Rey, Calif., for the U.S. and BBDO for Asia Pacific.

Visa spent $417.8 million in marketing in the U.S., according to Advertising Age's Leading National Advertisers report. Global spending was undetermined.
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