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Kim Kadlec

Inside Visa's Branding Strategy for the Digital Age

Kim Kadlec, Visa’s head of global marketing platforms, revealed at Variety‘s Cannes Lions studio how the company is leveraging “big data” to better understand its customers. It’s working with partners like Spotify to combine data in a proprietary way and create bold experiences during events like the Olympics and Super Bowl.

However, another partnership, with Apple Pay, creates a “dilemma around branding and awareness,” Kadlec said.

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