VISA: LIZ SILVER

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To Visa USA, being "everywhere you want to be" means being in stores, restaurants-and on the Internet. The consumer payment system, an association of financial institutions, spends $25 million to $30 million annually on advertising to support its e-commerce initiatives.

Liz Silver, senior VP-advertising, has lead Visa's online brand-building charge.

"For Visa, the best way to facilitate broad adoption of e-commerce by consumers has been to bring the strengths and the marketing muscle of the Visa brand [to the Web]," Ms. Silver says.

Ms. Silver, 47, says her role as head of all advertising for Visa, not just online advertising, aided Visa's online branding effort.

"That [perspective] was the crucial thing I brought to this initially-the understanding that this was a mainstream marketing activity," she says.

Through partnerships with online merchants, portals and technology developers, the Visa brand is gaining ubiquity in cyberspace.

One example is Visa's partnership with eToys, an online toy retailer. Visa promoted the partnership, inked last fall, with a print and TV campaign that ran during the holiday season.

Visa's agency, BBDO Worldwide, New York, created the ads. The spots drove consumers to the eToys site where they could use the Visa card for online purchases.

"Doing mainstream advertising at the same time we launched the eToys partnership

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