Western Union Breaks Ads to Reposition Brand

Share this content:
Western Union Financial Services Inc. on Friday began an international brand and advertising campaign.

The television, print, outdoor and radio effort aims to boost the Denver company's awareness to consumers. The subsidiary of First Data Corp. also seeks to convey that its services go beyond money transfer and the act of sending or receiving money between loved ones.

"Our new brand structure will help us communicate that understanding, and it also offers us greater flexibility to showcase our array of bill payment and prepaid services and many choices of service delivery," Western Union president Christina Gold said in a statement.

The two TV spots, for example, use mnemonics to create an emotional connection between the convenience, speed and reliability of Western Union's services and the needs of consumers. Yellow birds and arcs are used in the emotional spots to create visuals of people near and far.

A new tagline positions the 152-year-old brand: "Uniting People with Possibilities."

WPP Group PLC's J. Walter Thompson Co. works on the U.S. campaign, and Publicis Groupe's Leo Burnett handles overseas efforts.

The campaign is the first of many efforts by Western Union to streamline its messages worldwide for branding consistency coupled with relevant messages tailored to local markets.


Next Article in Agency

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above