During the Olympic opening ceremonies this Friday, Visa will unveil a new brand campaign and look, its first work from Wieden+Kennedy after appointing the shop its agency of record in December. Yet while Visa is a long-time sponsor of the games, the new work is not an Olympics campaign. Instead, executives say it is a reintroduction of the company to consumers that is meant to run for years to come.
“This isn’t an Olympics campaign—it’s a broader company and brand strategy we’re unveiling during the Olympics,” says Lynne Biggar, executive VP and global chief marketing officer, at San Francisco-based Visa, noting that the work has been more than a year in development. “Visa is understood really as a credit card company, but we are so much more than that.”