BBDO served as Visa’s AOR for over 20 years. They lost the business in 2008, but won it back on the strength of their commitment to “do it over,” and have been together ever since.
Length of Relationship
It’s been said that BBDO stands for “Bring it Back, Do it Over.” After winning the Visa business back in 2012, they renewed their dedication to helping Visa grow electronic payments worldwide as their global partner on brand positioning as well as creative strategy and execution. In an age when more and more relationships are project-based, Visa and BBDO have a long-term strategic partnership to deliver seamless communications across all channels and markets. Their success can be attributed to shared ambition to grow both the client and agency business.
BBDO is retained across three major parts of Visa’s business – global, global sponsorships, and the US. Their global network models that of Visa’s global network, so the client has a direct agency contact to work with in each market. BBDO NY is the key agency partner of Visa Global HQ, with the local teams maintaining an intimate understanding of each market in Visa operations. The agency is involved in numerous roles, spanning brand strategy, creative development across all media types, sponsorship strategy, as well as managing external partner agencies (often within the Omnicom family) to execute ideas. Visa is a true “partner client,” truly understanding that marketing is dynamic and the need to keep brands relevant.
BBDO’s work for Visa reflects the evolution of the relationship from traditional work into work that is constantly pushing the boundaries of media and innovation. Some of the exemplary work includes campaigns from Asia Pacific, China, Singapore and Vietnam, aiming to create new momentum for e-commerce in Vietnam, promote Visa payWave in Singapore, and gaining market share in China. In the social media driven #notatourist campaign, Visa partnered with Tourism Australia to help people have authentic, local experiences, promoting Chinese travel to Australia while simultaneously positioning Visa as the lead payment platform for the travelers.
Visa and BBDO’s Asia campaigns were successful across the aboard, exceeding KPIs in every market. For example, in Singapore, The Uncle Sim campaign drove 79% more card holders to switch from cash to Visa payWave in just three short months. Over the course of their relationship, Visa and BBDO have won 120 awards from every major award show, including Cannes Lions, ADDY’s, Effies, and D&AD.