Visa International
Project title: Building Visa International’s Reputation
The brief
Visa International required a reputation management strategy in the face of legal and regulatory difficulties in multiple markets around the world, first with regard to its dominant market status and, second,as a result of the interchange fee it issues between issuing banks and acquiring banks.
The solution
Our advice to Visa was that it should implement a strategic reputation management programme which, at its core, would demonstrate the economic value of the company to its key stakeholders. The programme, to advance Visa’s contribution to Governments, society and the global economy, included CEO positioning, identifying and negotiating strategic partnerships, developing a comprehensive stakeholder outreach programme and publishing a range of corporate materials, including Visa’s first Corporate Social Responsibility (CSR) report.
The results
Visa International has become far more effective at communicating everyting from the value of the electronic payments system, and in particular its own, to the broader questions of government procurement and business efficiency, and to the secure and transparent management of remittances. Visa found its voice and begun to mount a more robust defence against its detractors.