The Week: Mediaedge:cia fights off OMD to retain Visa in Europe

The WPP-owned Mediaedge:cia has retained the main part of Visa's £90 million pan-European media planning and buying business, including the UK, after a final shoot-out with Omnicom's OMD.

The result marks the final phase in a review of Visa's $500 million (£265 million) global media business, which began last year.

OMD won the bulk of the global account in January, retaining the US and Asia business and winning the Latin American portion from Starcom, and the non-European Union portion of Visa's media business in Eastern Europe, which was previously held by MEC.

MEC's sponsorship division, Access, has also retained the brief to promote Visa's sponsorship deals across Asia and Europe, and is handling activity around the 2008 Beijing Olympics.

The intention of Visa's review had been to consolidate its global media business into a single agency or holding company.