SAN FRANCISCO—Golin/Harris International has been named agency of record for Visa USA., beating out incumbent Ketchum for an account that is believed to be worth about $3 million in annual revenues.
According to Visa USA president and CEO Carl Pascarella, “Golin/Harris brought a thorough research-based approach and thought process that impressed us all. What’s more, the combination of strong senior strategists and deep bench-strength throughout the agency was a strong indication of the value Golin will add to our in-house team, and to Visa USA overall.”
He added that the decision to bring on board a new agency was extremely important “because as we embark on new initiatives in the payments arena we recognize that communications is more critical than ever.”
Visa’s search began in the spring.
Barie Carmichael, who was brought in as executive vice president for corporate communications earlier this year following the retirement of John Onoda, said the decision to replace Ketchum—which had won numerous industry awards for its Visa work was a difficult one.
“This was a tough choice due to the talented agencies involved,” said Carmichael. “Visa’s executive management team and communications professionals collaborated throughout the review process to reach this difficult but critically important decision. Visa has had a long, productive relationship with Ketchum that resulted in many wins for Visa.
“Ketchum is an organization with many great people—we wish them continued success in the future.”