MullenLowe Mediahub, the media planning and buying entity from MullenLowe Group, has been appointed global media agency of record by Western Union, the world’s largest money transfer service.
This appointment consolidates Western Union’s multiple global media relationships across online and offline comms planning, media planning and media buying. The win follows a competitive pitch against media planning incumbent Dentsu Aegis’ Vizeum and Publicis Media’s ZenithOptimedia.
MullenLowe Mediahub handpicked talent from across the MullenLowe Mediahub and IPG Mediabrands networks to create Team Union — a global comms planning, media planning and media buying solution with the scale and reach to serve Western Union’s global footprint. Team Union’s global headquarters will be based in London, with 16 regional hubs in APAC, EMEA and the Americas and local media buying in multiple other countries.
“Western Union’s purpose-driven 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,” said John Moore, Global President, MullenLowe Mediahub.
MullenLowe Profero has been Western Union’s global digital media agency since 2006. Dentsu Aegis’ McGarryBowen will continue to handle Western Union’s global creative duties alongside BarBar Shop, Western Union’s in-house global creative production unit.
Western Union is the first global account win for MullenLowe Mediahub since MullenLowe Group announced in April the fusion of Mediahub and Profero’s Performance media capabilities under the MullenLowe Mediahub banner. The move created a new global, full-service media capability with now over 400 people in 12 markets, backed by the buying power of IPG Mediabrands. MullenLowe Mediahub services a diverse group of client brands, including Bose, Scotts Miracle-Gro, JetBlue, Royal Caribbean, Patrón, Netflix, Match.com, Shinola, Hunter Boots, FAGE, Western Union and CFA Institute.