San Francisco-based credit card organisation Visa International has
restructured its international marketing group and hired Louise
Tingstrom as senior vice-president international corporate
The restructuring has seen a split between internal and external
Linda Baker, who previously handled international and US communications
(both internal and external), will remain a senior vice-president and
will now be responsible for internal communications.
Swedish-born Tingstrom, who joins from corporate financial agency Akka
in Paris, will oversee worldwide corporate communications, media
relations and issues management. She will report to Jan Soderstrom,
executive vice-president for international marketing
The Visa organisation is divided into six geographical regions.
Tingstrom said that regional communications managers would continue to
be responsible for appointing and running agencies. ’We will act as a
resource, almost like an internal consultant,’ said Tingstrom. ’Our
priority is to send a coherent global brand message.’
Soderstrom said the primary purpose of the reorganisation was to provide
greater focus on strategic marketing issues.