Western Union Chooses Publicis Hong Kong as Global Agency of Record

Fri. August 22, 2008; Posted: 12:22 AM

WU | Quote | Chart | News | PowerRating -- The Western Union Company announced that it has selected Publicis Hong Kong as its first-ever global advertising agency of record to launch a brand campaign later this year.

Publicis Hong Kong, part of Publicis Groupe, is charged with aligning and optimizing the global brand for Western Union, a newly independent Fortune 500 company, in each of the 200 countries and territories in which Western Union operates.

The announcement to broaden the 150-year-old Western Union brand follows nearly eight months of research and development. Western Union tested brand concepts in numerous countries with multiple ethnic groups, targeting both current and potential customers.

Western Union has a long history with Publicis Hong Kong, which has handled its advertising and marketing communications since 2003 in 10 markets across the Asia Pacific region. Western Union has worked with regional advertising and marketing agencies around the world in the past, but this is the company's first global agency of record.

"Publicis Hong Kong has proven that it understands the global nature of our business and the needs of our consumers," said Gail Galuppo, Executive Vice President and Chief Marketing Officer, Western Union. "As a recently independent company, Western Union is uniquely positioned to fully maximize our trusted brand in more than 200 countries and territories and throughout our global Agent network that includes 355,000 locations around the world."

"We are proud to have won this search, and we're pleased to work with Western Union, which has an iconic brand and a truly global business," said Laurie Kwong, Chief Executive Officer, Publicis Hong Kong, "As an agency with solid experience in creating and managing global and regional campaigns from Hong Kong, we are well-placed to handle the challenges facing one of the world's most recognized global brands."

((Comments on this story may be sent to newsdesk@closeupmedia.com))

((Distributed via M2 Communications Ltd - http://www.m2.com))

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Comments on this story may be sent to newsdesk@closeupmedia.com

For full details on Western Union Company (WU) click here. Western Union Company (WU) has Short Term PowerRatings of 6. Details on Western Union Company (WU) Short Term PowerRatings is available at This Link.

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