Visa Selects Publicis' Starcom as Media Agency

Visa Spent $112 Million on Domestic Measured Media in 2014

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This story has been updated to reflect additional details provided by Visa.

Visa has selected Publicis Groupe's Starcom as its global media agency of record. It will be supported by SocialCode for digital in North America. Essence has been tapped to support Visa's programmatic efforts on a project and regional basis.

"As part of our regular business practice, Visa consistently evaluates how we do business and, as such, conducted a global media agency review to ensure we have the right mix of support to meet our brand and marketing goals," Visa said in a statement.

The global-payments giant began the review earlier this year and whittled down the list of contenders to finalists OMD, Starcom and smaller independent digital agency Essence. OMD was the incumbent.

Visa spent $112 million on U.S. measured media in 2014. That's 13% less than the company spent on measured media in 2013.

OMD declined to comment. Starcom did not immediately respond to a request for comment.

During Visa's last media review, more than seven years ago, Omnicom's OMD retained the account and added more international business during. That review, which was also a global consolidation, came on the heels of a massive reorganization in fall 2007, which saw the appointment of Antonio Lucio as the company's first global CMO.

In his latest post at Visa, Mr. Lucio oversaw marketing, advertising and communications as chief brand officer. Earlier this year, he announced that he'd be leaving the company to join Hewlett-Packard Co.'s printer business. His departure followed soon after the exit of Visa's CMO of core products, Kevin Burke, who was hired by payments system Square in December.

Contributing: Ashley Rodriguez

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