According to sources, Western Union has conducted about 30 focus groups to test the creative from the three agencies which have made it to the final round of the pitch: McCann Erickson India, Publicis Hong Kong and Leo Burnett Chicago.
The focus groups followed presentations at Western Union’s global HQ in Denver in early April. Western Union currently has no global creative agency-of-record relationship, instead working with different creative agencies in different regions. In this region, the brand’s focus has been on minority media vehicles, targeting migrant workers who remit cash back to their home markets.
Last year, Western Union reported increases of 14 and 16 per cent, respectively, for consumer-to-consumer and consumer-to-business money transfers.
Western Union global pitch reaches standstill
GLOBAL - The pitch for Western Union's global brand assignment has reached a standstill after an extensive ad testing process failed to identify a clear winner.
