Western Union Breaks Ads to Reposition Brand

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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.


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