Visa embarks on £1.5m small businesses push

Visa is to launch a £1.5m campaign in the New Year to promote its card to small businesses.

Visa is to launch a &£1.5m campaign in the New Year to promote its card to small businesses.

The campaign, created by advertising agency Saatchi & Saatchi, is being tested in the Midlands ahead of the national launch next year. It will run in the press, and on the radio and internet.

The push is to boost its awareness in business. Visa is one of the best-known consumer brands worldwide, but it has had a low take up by business users, with only 20 per cent penetration in the UK.

Visa hopes this latest initiative will increase sales of the Visa Business Card by ten per cent. It is being overseen by Visa’s European head of sales and marketing for business to business Mark Giffin.

American Express Business Card is the market leader, but Giffin says the real competition is cash and cheques, which small businesses continue to rely on. The Visa Business Card is marketed by most of this country’s major banks under their own brand.

Visa will be promoting the accounting benefits of having all transactions listed on statements and the benefits of interest-free cash for up to 50 days.

The card is a charge card rather than a credit card, but is available in gold and platinum versions comparable to Visa’s consumer credit cards.

Media buying and planning is by Mediaedge:CIA.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here