Western Union hires MullenLowe Mediahub for global media

The $325 million account is the first win for the agency's consolidated media offering

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 are undergoing an exciting global transformation of their business. Therefore they underwent an exacting process to ensure they chose a partner that could truly help them on that journey.

"The fact they have chosen MullenLowe Mediahub as their partner, to be led out of the UK, makes us extremely proud and also fuels our belief in the direction we are heading."

This article first appeared on campaignlive.co.uk.


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