Visa International is planning an advertising campaign to improve perceptions of its brand.
Visa says the campaign will begin as a public relations push to develop its reputation and that it is likely to run an advertising campaign alongside it.
Visa International executive vice-president for brand marketing and corporate communication John Elkins is overseeing the initiative.
The campaign will run alongside advertising created in the different countries in which Visa operates. Visa is divided into six regional companies, each with its own marketing arrangements. Visa EU, incorporating Western Europe and the newly acceded countries of Eastern Europe, uses Saatchi & Saatchi for its advertising.
In 2003, Grey International won the advertising business for Visa’s Eastern Europe, Middle East and Africa division. BBDO holds the account for Visa’s domestic business in the US.
Visa is the largest issuer of credit and debit cards in the world and has more than 1 billion cards in circulation. It is owned by 21,000 different financial institutions worldwide which issue and market the cards under their own brand name.