Frank Cooper on media buying
From Visa’s Frank Cooper III on Purpose, Culture & Building Iconic Brands · · Matt Britton
“I can't get my mind wrapped around the idea that there's any medium where the engagement is been has been decreasing, the viewership has been decreasing, but the prices keep going up. I can't get my mind wrapped around that. And I recognize the exception though of live sports and that's why there's a premium around that. But I but I despite all that, I think there's still a role for linear TV.”
On , Frank Cooper, Chief Marketing Officer at Visa Inc., spoke about media buying during Visa’s Frank Cooper III on Purpose, Culture & Building Iconic Brands on Matt Britton.
About Frank Cooper
Frank Cooper, chief marketing officer at Visa, has been discussing the company's marketing strategy and the creator economy in several recent interviews. He described Visa's "Tap In" campaign for the FIFA World Cup, which he called "the most expansive and inclusive World Cup in history," as an effort to add value to the fan experience through rewards such as tickets and memorabilia. Cooper stated that Visa projects over 6 billion fans will watch the tournament and that the event creates a "pop up economy" over 39 days. He also said Visa's investments in creators have doubled in the past year and that he hopes to double them again. Cooper has argued that creators should "stop thinking of themselves as just talent and think of themselves as businesses" in order to scale. He noted that Visa has taken a percentage of its media budget and allocated it toward the creator economy, including products like a Visa debit card for TikTok Live creators in the UK that allows them to get paid in 30 minutes. Cooper said that "one of the most foundational jobs of a CMO today is translating what we do in marketing into financial terms that non-marketers can understand," and that the CFO "has to be your best friend" in that regard. He also expressed both intrigue and concern about AI's potential for changing marketing, citing an "ethical dimension" that must be considered.