Following an initial phase which included several agencies, the company has shortlisted proposals from three contenders: McCann Erickson India, Leo Burnett Chicago and Publicis Hong Kong.
Western Union currently has no global creative agency-of-record relationship, instead working with different creative agencies in different regions. In Asia, for example, Publicis handles creative. In this region, the brand’s focus has been on minority media vehicles, targeting migrant workers who remit cash back to their home markets.
Western Union currently has no global creative agency-of-record relationship, instead working with different creative agencies in different regions. In Asia, for example, Publicis handles creative. In this region, the brand’s focus has been on minority media vehicles, targeting migrant workers who remit cash back to their home markets.
Following presentations in Denver in early April, the company is now testing the three agencies’ creative in various global markets. A result is expected this month.
Western Union director of global branding Marc Audrit declined to comment on the review.
Last year, Western Union reported increases of 14 and 16 per cent, respectively for consumer-to-consumer and consumer-to-business money transfers respectively.
