Visa Selects Publicis’ Starcom as Media Agency

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In an article on AdAge, Visa has selected Publicis Groupe’s Starcom as its global media agency of record. It will be supported by SocialCode for digital in North America. Essence has been tapped to support Visa’s programmatic efforts on a project and regional basis.

“As part of our regular business practice, Visa consistently evaluates how we do business and, as such, conducted a global media agency review to ensure we have the right mix of support to meet our brand and marketing goals,” Visa said in a statement.

Visa spent $112 million on U.S. measured media in 2014.

During Visa’s last media review, more than seven years ago, Omnicom’s OMD retained the account and added more international business during. That review, which was also a global consolidation, came on the heels of a massive reorganization in fall 2007, which saw the appointment of Antonio Lucio as the company’s first global CMO.