Work Is for Corporate Positioning

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NEW YORK ( -- Visa International is meeting with agencies regarding a corporate positioning assignment overseas.

A spokesman for the credit card company said the assignment is still in the formative stages and it is not clear yet which markets will be involved. Visa is looking at credentials from several agencies, but there is no time frame for a decision or a spending figure attached, the spokesman said. The process is being handled in-house and will be developed in the next month.

Visa International does little advertising outside of the U.S., relying mostly on its local organizations, the spokesman said. The marketer uses Omnicom Group's BBDO Worldwide in Asia and Publicis Groupe's Saatchi & Saatchi Worlwide in European markets.

BBDO also handles Visa USA's domestic advertising.

Visa's recent efforts in Europe have been focused on establishing the card as an alternative to cash payments, since credit card use is still not widely established in those markets as it is in the U.S., where Visa's promotions target the card as an alternative to rival cards.

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