The brand has tapped remuneration and review consultancy R3 to manage the pitch for its loyalty, direct marketing, acquisition, promotions and event marketing business. "It's likely that Visa will end up with a roster rather than a single agency, reflecting below-the-line specialisation," said R3 principal Greg Paull, who dubbed it a significant move for China and Visa. "Visa's marketing in China is becoming more sophisticated; it wants a long-term BTL partner over short-term arrangements."
Multinational agencies such as Publicis Dialog, ICLP and 141 -- as well as local and hybrid local and foreign shops have been invited to present their credentials. Marie Cheng, Visa's marketing director for Greater China, the Philippines and Guam, will lead the review.
As a largely cash-based society, China offers immense growth potential for Visa, which is expected to spend as much on BTL as it does on ATL in the coming years. The hunt for BTL partners follows the launch of Visa's first locally-developed TVC, 'Honeymoon' by BBDO CNUAC this year. The spot positions Visa as a reliable brand to demonstrate acceptance when a consumer travels to a magical destination.
