How Western Union used digital marketing to refresh its brand

This event report addresses how Western Union, the money-transfer company, has enhanced the position and status of its digital services.

How Western Union used digital marketing to refresh its brand

Sonia Paul

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...

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