ASIA-PACIFIC Visa has handed its regional Olympics activation assignment, worth an estimated US$8 million, to Proximity, after a pitch that also included 141, Tequila and RMG Connect.
BBDO's sister agency won the business after a final round that saw it square off against RMG Connect. Both agencies are believed to have pulled in senior global executives to support their pitches, including - if sources are to be believed - WPP chief Sir Martin Sorrell on RMG Connect's behalf.
"We saw some outstanding proposals during the pitch process, but what tipped the scales in favour of BBDO/ Proximity was the strength of the core idea and the seamless integration between BBDO's above-the-line and Proximity's below-the-line networks, which we expect will lead to improved cost and production efficiencies,"said Visa International Asia-Pacific EVP of marketing, Rajiv Kapoor.
