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Visa Inc.'s plan to appoint advertising and communications company TBWA Worldwide, a unit of New York-based Omnicom Group Inc., as its lead agency for advertising and marketing campaigns globally makes sense, says Megan Bramlette, managing associate at Auriemma Consulting Group. Visa announced the appointment of TBWA on Monday (CardLine, 9/15). "There are certainly economies and consistency that can be had by working with one agency for a majority of your brand work," Bramlette tells CardLine. Appointing one agency to coordinate marketing efforts worldwide also will help Visa unify its message to consumers and issuers worldwide, a goal Visa has stated for the appointment, Bramlette adds. "A bunch of (card) issuers consolidate their (advertising) agencies, having one primary agency that all their brand decisions are made through," she says. "If brand unity is important for issuers, it's doubly important for the networks."
