Visa’s Marketing Chief on the Creator Economy ‘Gold Rush’

Visa is stepping up its efforts to become more synonymous with the creator economy, from utilizing creators heavily in marketing to servicing their payments needs.

“It’s been the gold rush for creators. Everyone’s like, ‘Hey, up in those hills are a bunch of creators who have a lot of reach and big audiences,’” said Frank Cooper III, chief marketing officer at Visa. Creators are “not only delivering the information, they’re the channel in which the information travels. So that’s become a powerful shift for us in terms of how we think about media.”