The world’s largest money transfer provider, Western Union, has consolidated its global media business with the MullenLowe network after a review in which it beat out Dentsu Aegis’ Vizeum and Publicis’ ZenithOptimedia.
The move marks an expansion of the relationship between the two parties: U.K.-based Profero, which was acquired by MullenLowe in 2014, has been Western Union’s digital media AOR since 2006. More than 9 years after that review, Western Union named mcgarrybowen as its first-ever global creative agency of record; the Dentsu network will continue to handle that work alongside the client’s in-house production unit BarBar Shop.
We have not heard much from Western Union in recent years, but according to Campaign’s report from today, the global account is worth approximately $325 million. Kantar Media’s numbers indicate that the client spent approximately $20 million on paid media in the U.S. last year.
The win is significant for MullenLowe, which will combine staff from the MullenLowe Mediahub and IPG Mediabrands organizations to create a new network called Team Union. The release describes this entity as “a global comms planning, media planning and media buying solution with the scale and reach to serve Western Union’s global footprint,” and it will include some 16 locations from EMEA to Los Angeles.
L.A. will be the center of Team Union’s efforts within the U.S., and MullenLowe tells us that the office has been growing: it now includes more than 120 staffers across its creative and media operations.
MullenLowe Mediahub global president John Moore says:
“Western Union’s purpose drive 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.”
This morning the bloggers at More About Advertising called the win a surprise and claimed that it represents “a significant blow on behalf of creative agencies trying to win back media duties.”
It also marks the first global new business win for MullenLowe Mediahub since the entity was formed earlier this year as the union of IPG’s Mediahub and Profero’s Performance.