Visa picks Wieden + Kennedy for creative, Publicis Groupe for production

The announcement caps off a $200 million creative review kicked off in July.

Visa announced today it has selected Wieden + Kennedy as its global creative agency of record, and that it will hand production duties to Publicis Groupe. 

Wieden + Kennedy will lead creative strategy and major initiatives.

Publicis Groupe will create a holding company-led team to handle media and production, as well as support for hyperlocal work globally.

“As one of the top 5 most valuable global brands, we are excited by the work ahead and thrilled to have these two amazing agencies delivering on best-in-class creative for Visa,” said Lynne Biggar, chief marketing and communications officer at Visa, in a statement. 

Wieden+Kenendy beat out creative incumbents BBDO, which ran global creative for Visa since 2012, and Saatchi & Saatchi, which held the creative account  in Europe since 2015, a Visa spokesperson confirmed. Saatchi & Saatchi is owned by Publicis Groupe.

Publicis has expanded its production remit with Visa  globally in 73 markets, and Starcom continues to hold Visa’s media buying account, worth an estimated $200 million globally, per Kantar.

"In Wieden + Kennedy offices worldwide, feet haven't touched the ground since we heard the news," said Colleen DeCourcy, global co-president and CCO at Wieden + Kennedy, in an email. "It's an honor that a trusted brand like Visa would place its trust in us."

“It’s a huge honor for us to take on this additional scope to partner with Visa and Wieden+Kennedy in creating this new model, which I’m confident will deliver transformational growth for Visa around the world," said Magnus Djaba, CEO of Publicis Groupe UK’s creative practice and Global President, Saatchi & Saatchi, in a statement. "We’re looking forward to expanding our relationship with Visa as we become the global partner across creative operations, media and production.”

Visa thanked BBDO for “its long-standing partnership with Visa over the past many years."

This story has been updated to reflect that both Saatchi & Saatchi and BBDO were impacted by this decision. 

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