Western Union hires MullenLowe Mediahub for global media

Western Union, the money transfer service, has appointed MullenLowe Mediahub to be its global media agency in a consolidated £250m account.

Western Union: 2012 global campaign starring ex-footballer Patrick Vieira
Western Union: 2012 global campaign starring ex-footballer Patrick Vieira

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 pitched for the consolidated business alongside Zenith. MullenLowe Profero has been Western Union’s global digital media agency since 2006.

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. 

For Western Union, Mediahub has created Team Union to serve the account. It will be based in London with 16 regional hubs across the Africa, Asia, Europe, the Middle East, and the Americas.

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

Dale Gall, UK chief executive of MullenLowe Group, said: "Western Union’s purpose to drive brand and vision, to be a global leader in cross-currency, cross-border money movement, complements Mediahub’s mission to work with the world’s most innovative brands."

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