When Antonio Lucio became Visa's first global chief marketing officer, he undertook the daunting task of finding "the tone of the times," implementing it globally and ensuring it was cost efficient and effective.
Since then he's consolidated the number of creative agencies the company works with from four to one, providing a significant cost savings. He also launched a global campaign in March and streamlined the agency's organizational structure. Visa hasn't given any guidance on the magnitude of its savings, but Lucio says it is significant.
"It's ample opportunity here to refocus our approach and save some money in the process," he says.
With the global tagline "More people go with Visa," he's pushing the concept that Visa is a more effective way of payment for today's consumer. "It's not about spending more, it's about using Visa more for your daily expenses," he says.
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