Visa Spends at Least a Third of Its Marketing Budget on Digital

CMO Kevin Burke describes digital efforts for the Sochi Olympics

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Kevin Burke
Kevin Burke

 

Visa is one of the longest-running Olympics sponsors, with 27 years of support behind the games. This year, the marketer is ramping up its use of mobile and social platforms like Twitter, Facebook, Vine, Tumblr and YouTube to connect with consumers and reinforce its new aspirational message, as embodied in the new tagline: “Everywhere you want to be.” Visa CMO Kevin Burke, who has overseen the development of three Olympics programs for the company, spoke with Adweek about why global sports is a good association for Visa and how its use of digital media is changing how Visa tells its brand story.

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