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 21 Most Intriguing: Jon Raj VP, Online Advertising and Emerging Media,Visa USAWarning: Jon Raj has a very sophisticated telephone screening system. Call and ask for Mr. Raj (dictionary pronunciation), and it’s an immediate red flag to the Visa receptionist that you don’t know who’s who—in fact, the VP of online advertising and emerging media for Visa USA’s sir name is pronounced “Ray.” But the native of Budapest is firmly imbedded stateside now, having built a not-so-long-but-storied career in the advertising industry.Raj has a long-standing passion for the Internet, which qualifies him as a visionary, considering that passion began in 1991 when he got his first AOL e-mail address. Since then, his love affair with cyberspace has escalated into a career marked by innovative campaigns and initiatives on the brand and agency sides (agency alma maters include Saatchi and Saatchi and Ketchum). Presently, under his direction, Visa has undergone a successful rebranding from its 20-years-running tagline “Everywhere you want to be” to “Life takes Visa”— a rebranding that has been largely communicated through magazine advertising. Raj also instigated the brand's performance of intriguing online stunts, including a one-day takeover of Slate.com; a handful of highly targeted microsites, which hinge on interactive features like video vignettes; and new entrees into the world of mobile advertising. His year, marked by career highlights, was topped off when he was named as the 2007 recipient of the American Advertising Hall of Achievement Award, as well as the Jack Avrett Volunteer Sprit Award. But, he says, all of these professional highlights pale in comparison to his biggest accomplishment: Sammy, the baby he adopted with his partner in April. With that, here is a peek into a typical day in the life of an advertising and emerging media VP.
“Advertisers usually pay money to advertise on third-party sites, but what we created is what I would consider a rich media ad unit because it’s a destination that people will return to.”
“I did Teach for America after college, and education equality is still a passion of mine. I was a founding member of the Bay Area Interactive Group, and now I help create a curriculum for high school students to enhance their critical thinking skills, with advertising as a vehicle.”
“In June 2005, I created a podcast called Big Sessions for the Interactive Group and introduced it at the Cannes Advertising Festival. I’ve interviewed people like Larry Kramer and Mark Stuart.”
“I’ve played competitive softball for 15 years. Now I need to train Sammy to become a left-handed pitcher.”
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