During an event for brands and agencies hosted this morning by Adweek
and Bloomberg Media, executives discussed how the shift to mobile has
affected their brands and how they’re learning to evolve with it.
In a mobile world, credit cards are choosing to identify less as pieces of plastic and more as a tech companies. Kim Kadlec, svp of Visa’s global marketing platform, said she views legacy tech and telecoms companies like AT&T, GE and IBM as role models when it comes to inspiration for her brand.
Kadlec said Visa has made a “big bet” on the Internet of Things. For example, in January at the Consumer Electronics Show, Visa and Honda partnered to equip the automaker’s products with in-vehicle payment technology. She said the estimated 380 million connected cars that are estimated to be on the road by 2020 present a “big opportunity.”
Asked how marketing shifts in a zero-sum world where someone might add a
credit card to Uber or Amazon and then forget about it, Kadlec said the
brand focuses on driving brand preference for consumers. It’s also more
focused on partnering with other brands to further integrate payment