Visa effort aims to raise b-to-b profile.(News)

Byline: KATE MADDOX

Visa USA last month launched a new b-to-b campaign aimed at differentiating its business services from its consumer services.

Also last month, Visa named Susanne Lyons to the position of chief marketing officer. Lyons was previously partner and area manager for Russell Reynolds Associates, a global executive search firm. In her new position, Lyons is responsible for leading Visa's brand and marketing initiatives, including the new b-to-b campaign.

The campaign has the tagline "It's everywhere you want your company to be,'' extending the familiar "It's everywhere you want to be'' tagline for Visa's consumer products. The campaign …