Publicis will launch a brand campaign for the company later this year, in an attempt to broaden Western Union’s 150-year-old brand. The decision comes after an eight-month research process, which saw Western Union test brand concepts across several countries and ethnic groups, targeting both current and potential customers.
Asia-Pacific represents just seven per cent of Western Union’s global revenues, according to its second-quarter 2008 results, but is one of the company’s fastest growing regions. Asia-Pacific delivered 30 per cent revenue growth during the second quarter of this year compared to the same period one year earlier, driven by revenue growth of 27 per cent in China.
India, meanwhile, which is the world’s largest transfer receipt market, saw 54 per cent revenue growth during the period.
Publicis Hong Kong has handled Western Union’s Asia-Pacific business across 10 markets since 2003.
“Publicis Hong Kong has proven that it understands the global nature of our business,” said Gail Galuppo, EVP and CMO at Western Union. “As a recently independent company, Western Union is positioned to fully maximise our trusted brand in more than 200 countries.”
