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 Staff

MORE FROM PORTADA

INTERVIEW: Gameloft Bets on Native Advertising

INTERVIEW: Gameloft Bets on Native Advertising

Gameloft, a leading global publisher of mobile video games, seeks to move up in the market with its offer to integrate ads into its video games.


Sizmek Buys Rocket Fuel for US $145 million

Sizmek Buys Rocket Fuel for US $145 million

Marketing platform Rocket Fuel has reached a definitive agreement to be privately acquired by Sizmek Inc. for US$2.60 per share in cash and an enterprise value of approximately US$145 million.Combined, the two companies connect more than 20,000 advertisers and 3,600 agencies to audiences in over 70 countries around the globe.


Rubicon Project Acquires nToggle For US$38.5M to Improve Header Bidding

Rubicon Project Acquires nToggle For US$38.5M to Improve Header Bidding

Rubicon Project, the global exchange for advertising, has acquiredtechnology company nToggle that helps programmatic buyers finding the inventory they're looking for and reduce infrastructure costs.