Visa appoints CIA Medianetwork in Europe

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LONDON -- CIA Medianetwork International has cashed in with the win of the $40m -$50m media planning and buying account for payment card brand Visa International across Europe, excluding Germany and France.

The network beat Initiative Media and Mediacom plus incumbent Zenith in the pitch which began at the end of October. Saatchi & Saatchi London retains the creative business however.

Ad spend behind the Visa brand in Europe has more than doubled over the past four years, says Christine James, board account director with CIA Medianetwork International, "because Visa's European team has been a champion of the brand and has been able to successfully demonstrate to its bank members that proper branding has value to them."

Media has traditionally been predominately TV. It will continue to be run on a country-by-country basis as Visa's brands, including Delta and Electron, differ across markets. But CIA will not know its brief until December 20.

James claims CIA scooped the business because of CIA's structure with no lead office for Europe and its ability to co-ordinate an international campaign through countries where Visa may not have a local office.

Copyright December 1996, Crain Communications Inc.

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