Saatchis beats three to Visa EU integrated campaign in Europe

Saatchi & Saatchi has won a brief from the credit card company Visa EU to work on its pan-European interactive strategy and will develop a fully integrated campaign later this year.

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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