Adweek: Visa today unveiled its first new branding direction in 20 years, according to Suzanne Lyons, its executive vice president and chief marketing officer.
The tagline, ending the decades-long reign of “It’s everywhere you want to be,” is “Life takes Visa,” Lyons said.
This marks the first major Visa effort from Omnicom’s TBWA\Chiat\Day in Playa del Rey, Calif., since the client moved to that agency from sibling BBDO in November.
The “Life takes Visa” tag was chosen by TBWA\C\D creative chief Lee Clow,” Lyons said. “He walked into a room in his sandals and shorts where we had hundreds of taglines posted all over. He pointed to ‘Life takes Visa’ and said, ‘That’s a good one.'”
