Visa appoints Red to promote its net safety

Visa UK has appointed the Red Consultancy on six-figure fees to raise awareness of on-line security.

Visa UK has appointed the Red Consultancy on six-figure fees to

raise awareness of on-line security.



Red was appointed after a three-way pitch, which included Cohn and Wolfe

and Larkspur. The account will be headed by Andrew Baiden, board

director, who reports to Chris McLaughlin, senior vice-president of

corporate communications.



’Promoting on-line security is a major priority for Visa. We are

determined to retain the high level of consumer and merchant confidence

in our brand,’ said McLaughlin.



The brief is to raise awareness of Visa’s majority market share of

e-tail payments, as well as its leading role in developing security

solutions for the on-line payment environment.



Lesley Brend, managing director of the Red Consultancy, said: ’Visa is

the pioneering payments brand of the old economy - our brief is to

ensure it maintains that leadership position in the new e-conomy.’



She added that recent research had indicated security remains the single

biggest barrier to buying on-line. ’The campaign will aim to increase

consumer and merchant confidence across all e-tailing channels,’ she

said.



Visa estimates that by 2003 consumers will be spending over pounds 110

billion on on-line purchases - the current level is just over pounds 9

billion. It predicts that by 2004, worldwide internet sales will account

for ten per cent of all Visa transactions.



The credit card company’s research indicates that one third of on-line

shoppers have not paid over the internet specifically due to worries

about the safety of their transaction.



But security fears have not prevented British shoppers from spending

pounds 240 million on-line last year - mostly paying for their purchases

with payment cards.



Visa is the most popular payment method on the internet and is used in

some 52 per cent of all consumer internet transactions.



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