The brand's Asia CMO discusses the diversified demands of marketing a storied brand in a complex and competitive market. Here's how Visa is iterating campaigns, learning from China and capturing first-party data.
The new 'Meet Visa' identity, developed by Wieden+Kennedy, is a nod to the brand's evolution from its card-issuing roots, as it looks to position itself as a broader financial-services platform.
Research has shown that brand share bears little relationship to the segments brands might be trying to attract.
JD Finance's promotional film on Douyin mocks a lower-income airline passenger while targeting such consumers for its loan service.
Libra promises to provide the unbanked with financial flexibility, which would benefit brands, especially in Asia. But government objections could scupper its chances.
FRONT STAGE PASS: Exclusive access to some of Campaign360's best on-stage sessions. Here, procurement, consultancy and marketing weigh-in on how to best work with finance teams on business goals.
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