The agency, which will also redesign Visa's consumer website, pitched against three other undisclosed agencies for the business. The integrated campaign comes as Visa seeks to target technology-savvy consumers throughout Europe.
The Visa EU senior vice-president for brand management, Karen Hughes, said: "We're confident Saatchis' proposed interactive campaign will deliver."
The new campaign will build on Visa's above-the-line positioning, which was rolled out by Saatchis in September 2000 using the strapline: "Whatever the future holds, the future takes Visa." The ads showed people using futuristic payment methods such as retina recognition devices in a bid to portray the brand as something more than a credit card.
The Saatchis chief executive, James Hall, said: "Visa has incredible vision, and shares our belief that an inspirational idea can deliver results across any media."
Saatchis has handled the main pan-European above-the-line account for ten years. Media planning and buying for the whole account is through Mediaedge:cia.
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