Adrian Fariña, Director of Marketing for Visa, talked with PORTADA during the Latam 2013 Media Festival about the brand’s positioning strategy and its plans for the upcoming 2014 World Cup and 2016 Olympics, both to be held in Brazil. “This will be Visa’s most global and most social campaign to date” he anticipated. Fariña also shared with Portada the advantages and opportunities offered by Visa’s digital media strategy. Visa has positioned itself as the world’s best payment method of choice. To do so, it has built a network that processes payments fast and securely, in keeping with the demands of today’s world.
Translated by Candice Carmel
The most global and social campaign in Visa’s history
It will also be our most social campaign, since the emergence of social media and social networks will obviously allow this campaign to be implemented beyond traditional media: television, print, outdoor, and a strong presence in social networks.
In some ways, Visa is beginning to become a channel for people to communicate with other people, generating content that is relevant to others.
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