Saatchi & Saatchi wins Visa account for Asia

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SINGAPORE -- Visa International has awarded its regional advertising account, worth an estimated $18m to $20m, to Saatchi & Saatchi Asia. Visa began the review process two months ago, initially seeing presentations from the incumbent, BBDO, in addition to Batey, Bartle Bogle Hegarty, J. Walter Thompson and Saatchi & Saatchi, before shortlisting JWT and Saatchi & Saatchi. Both agencies were asked to submit creative work which was later researched in Australia, Korea, India and Singapore.

"Saatchi's work did test better in each of the markets we looked at. However, our decision was not made solely on the standard of the work. We were impressed with the people --their integrity, passion and enthusiasm,' says Rajiv Kapoor, executive vice president of marketing and sales at Visa International. The pitch was led from Saatchi & Saatchi Singapore.

Saatchi & Saatchi already handles Visa International in the European Union, central and eastern Europe, Africa and the Middle East.

Copyright October 1997, Crain Communications Inc.

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