Visa's CMO on Meeting the Challenge of New Media

Antonio Lucio, global chief marketing officer of Visa, talks about Visa's journey from traditional marketing to a new model, guided by the principals of social media and the organization's "Audience First" approach -- a response to a changing media and consumption landscape.

The BRITE '11 conference on brands, innovation, and technology was hosted by the Center on Global Brand Leadership at Columbia Business School.

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