We want to be at the forefront of digital development. This kind of work requires continuous adaptation of our communication in order to stay relevant and credible.
With eight years’ experience in Visa’s marketing team in the Nordics, the Baltic states and Iceland, Paula Ståhlberg has followed the company’s journey and development from a centrally controlled business to locally focused teams covering many different markets.
There are global guidelines for both tone of voice and product descriptions that directs Contentor's work. They help us localise by making the communication clear and personal, yet still professional. – Paula Ståhlberg
Even though Visa has been decentralised and tailored to local markets, a large part of their communication content is still managed from a global hub in London and a partner in the USA, which has led to certain challenges along the way.
As we decentralised the business, the organisation grew significantly in the Nordics, the Baltic states and Iceland. Naturally, one of the advantages of having a stronger local presence is being closer to the market in question. By still having global resources behind us, we can now combine local expertise with global insights to better meet our customers’ needs. – Paula Ståhlberg
VISA
Visa is one of the most well-known and established players in the payments industry and has built an extensive network of partners and affiliated banks across the globe.
For just over 60 years, Visa has acted as a provider of secure and seamless payments worldwide.