Western Union, the money transfer service, has appointed Interpublic Group’s MullenLowe to handle its global media account, estimated to be worth over $300m.
MullenLowe’s media division, MullenLowe Mediahub, emerged triumphant in a review that reportedly also included Dentsu Aegis Network agency Vizeum and Publicis Media’s Zenith.
Interpublic will merge resources from both MullenLowe Mediahub and IPG Mediabrands to form a dedicated media planning and buying unit, called Team Western. The team will be based in London, with 16 regional hubs across APAC, EMEA and the Americas.
It marks the first major account win for the business since Mediahub and Profero’s Performance media operation were combined under the MullenLowe Mediahub banner in 2015.
Dale Gall, MullenLowe Group UK chief executive, said: “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.”
MullenLowe Profero has been Western Union’s global digital media agency since 2006.