How Western Union used digital marketing to refresh its brand
Taking a venerated brand and putting it in a new space forces you to think differently, says Bobby Fan, Director of Marketing at WesternUnion.com.
"We had 6% awareness of the online channel when I took over," he said at the Asian American Advertising Federation's (3AF) 2016 Asian Marketing Summit in Los Angeles. "That was a huge, huge issue."
Four years later, that awareness has risen to 60%. "A lot of that is a higher level of investment. But a lot of that is also content," he said. More...