• by Fern Siegel , 2 hours ago

Visa Direct has launched a global B2B campaign with Iris that targets banks and fintechs. The creative posits real client stories as part of its marketing strategy. 

The "Client Stories" platform shifts the focus to Checkout.com and how it uses Visa Direct to navigate complex money moves. The campaign runs globally across LinkedIn, YouTube and visa.com, in addition to media partnerships. 

Publicis Pro is handing media.

The campaign builds on Visa Direct’s "Move Money Your Way" platform, launched in October 2024. The brand is positioned as helping businesses chart financial complexity and aid progress. Iris created a visual that translates payments challenges into more straightforward actions. Illustrations are by artist Yukai Du, represented by Making Pictures.

Visa Direct collaborates with Checkout.com to secure access to 150+ currencies across 195 eligible countries and territories via a single provider.

Ben Essen, global chief strategy officer, Iris, told Agency Daily: "Global money movement is one of the fastest changing and complex categories there is. We had to find a way to speak to audiences on their terms — in a way that sets Visa apart as the only brand that can genuinely make sense of their needs. The metaphor-led creative gives the work a relatable voice in a category that often gets lost in technical jargon.”

Iris' brand work includes Samsung, Bentley and Samsonite.