VISA CMO on Olympic Measurement

VISA CMO Antonio Lucio sits down to talk about the soft (messaging) and hard (measurement) side of Olympic sponsorship with Ad Age's Beth Snyder Bulik. While athletes are at the core of Visa's messaging strategy, Lucio says Visa is not opposed to adjusting its strategy for London 2012. How do you tie rigorous quantitative metrics back to a brand spend? Check out Lucio's take on measuring with brand equity indicators.