TBWA\India’s gain could be RK Swamy BBDO’s loss. In a recent global development, TBWA Worldwide has bagged the Visa Inc. account in the wake of a thorough review of Visa’s incumbent agencies. Even as the implications of this move are still unravelling, it is expected that even the India market would see the impact of this decision. Visa, which is one of the key advertisers in India, is expected to move to TBWA\India soon. The change would be effective from January 1, 2009.
When questioned on this, all Shiv Sethuraman, CEO, TBWA\India Group said was, “No comments.”
As is known, earlier this week Visa Inc. had announced that TBWA Worldwide had been appointed as its global lead strategic and creative agency. A company statement said, “The agency consolidation, which takes effect from 2009, is expected to deliver creative synergies and other operating and cost efficiencies to Visa Inc.” In an official communiqué, Antonio Lucio, Chief Marketing Officer, Visa Inc., commented, “As Visa has evolved into a global public company, we challenged our agency partners around the world to provide a unified approach to our marketing initiatives. This decision reflects the creative strength and innovation of TBWA Worldwide as well as their ability to deliver against Visa’s unique brand vision.”
Reportedly, TBWA has won the business against the likes of sibling BBDO Worldwide, which previously had the business for years; Grey Worldwide, which handles work in Europe; and Leo Burnett Worldwide, which does the work in Canada.
The statement further said, “As one of the world’s most recognised consumer brands, Visa takes great care to manage the Visa brand promise through innovative marketing and advertising programmes across the globe.”