Western Union Consolidates Global Media Account with MullenLowe Mediahub

What: Money transfer service Western Union has appointed MullenLowe Mediahub to be its global media agency of record.
Why it matters: MullenLowe Mediahub has created Team Union to serve the account, with 16 regional hubs across the Africa, Asia, Europe, the Middle East, and the Americas and local media buying in other countries. Western Union is an important marketer targeting U.S. Hispanic and Multicultural Audiences in the U.S.

descargaMoney transfer service Western Union has appointed MullenLowe Mediahub to be its global media agency of record in a consolidated £250m account following a review that started back in May. MullenLowe Profero has been Western Union’s global digital media agency since 2006.

The company has decided to consolidate its global offline and online media planning and buying, having used a roster of agencies on a project basis, including Vizeum for global above-the-line media.Vizeum and  Zenith both participated in the review.

It is the first global account win for MullenLowe Mediahub since MullenLowe Group announced in April it had fused Mediahub and MullenLowe Profero’s Performance media arms, creating a full-service media agency.

MullenLowe Mediahub has created Team Union to serve the account, which will be based in London with 16 regional hubs across the Africa, Asia, Europe, the Middle East, and the Americas and local media buying in other countries.

Mcgarrybowen will continue to handle Western Union’s global creative duties alongside BarBar Shop, the company’s in-house global creative production unit.

Western Union has reported advertising costs of US$166.3 million in 2015. In the U.S., it spent around US$20 million on measured media last year, according to Kantar Media.

 


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

Wall Street Firms Invest in Two Hispanic Supermarket Chains

Wall Street Firms Invest in Two Hispanic Supermarket Chains

Private-equity firms KKR and Victory Park Capital will be investing in California-based Hispanic grocery chains Mi Pueblo Food Centers and Cardenas Markets, a KKR spokeswoman announced. According to a statement both companies will continue to work independently.


Healthcare Marketing under Trump:  Karen Ignagni, President and CEO at EmblemHealth Evaluates the Situation

Healthcare Marketing under Trump: Karen Ignagni, President and CEO at EmblemHealth Evaluates the Situation

Health plan providers are among the organizations that will be most impacted by president-elect Trump's new administration. In addition, healthcare marketing under the ACA (Affordable Care Act), is to a large extent Multicultural and Hispanic marketing. Portada interviewed Karen Ignagni, President and CEO at EmblemHealth, to understand how one of the U.S. largest nonprofit health plan providers evaluates the new situation.


Dentsu Aegis Network Acquires Gravity Media (UPDATED)

Dentsu Aegis Network Acquires Gravity Media (UPDATED)

Dentsu Aegis Network announced the acquisition of Findr Group, owner of Gravity Media.Acquisition of multicultural agency will form a backbone of Dentsu Aegis’ specialised multicultural marketing offering in US.