Life Takes Visa in New Marketing Direction†

CMO Antonio Lucio on How It Plans to Keep Consumer Confidence Up and Use Media to Get Results

Advertising Age, October 20, 2008 — Visa's first global chief marketing officer, Antonio Lucio, joined the company last November after 12 years at PepsiCo. In less than a year, he's overseen both a global-media-agency search and a global-creative-agency search and consolidation of the marketer's $600 million account. Now he is preparing for next year's review of interactive and direct agencies and is helping Visa navigate the transition from private to publicly traded company after an $18 billion public offering in March. He's also consolidating messaging and marketing processes around the world.