Using technology to address the balance between brand and performance communications and re-invigorate the Western Union brand in 90 markets.

Agency: Mediahub

Western Union (WU), global #1 in money transfer faces aggressive disruptors attracting the digital modern money mover customer that WU also needs to ensure its future.

WU's overreliance on performance media had begun to hit the point of diminishing returns, and had begun to erode brand equity.