Visa appoints Proximity for digital duties

VISA   BBDO/PROXIMITY    TBWA

India - Proximity, the CRM, digital and data arm of BBDO, has won the digital mandate for Visa, industry sources have told afaqs!.

The creative mandate continues to lie with TBWA which bagged the duties when Visa appointed it globally back in 2008. This was around the time the account consolidated its media mandate with OMD.

The global creative and media agency consolidation, which took effect from January 1, 2009, was done in a bid to deliver creative synergies and other operating and cost efficiencies to Visa.

Prior to TBWA, the creative agency on the account in India was R K Swamy BBDO.

Visa is a retail electronic payments network providing processing services and payment product platforms. This includes consumer credit, debit, prepaid and commercial payments, which are offered under the Visa, Visa Electron, Interlink and Plus brands.

It launched in India in 1989 with the initial task of informing the prospective Indian consumer about Visa and the facility of 'plastic money'. Visa gained popularity with its then tagline, 'Visa Power. Go get it' and its then brand ambassador, star cricketer Sachin Tendulkar, endorsed the brand from 1997 to 2003.

In 2009, the brand underwent a global repositioning and adopted the tagline, 'More people around the world go with Visa'.

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