Western Union Marketing: Multicultural in 80,000 Different Ways

The rationale, strategy and execution of the first global advertising campaign by the money transfer company, Western Union, is the focus of this report from the Association of National Advertisers' 2009 Multcultural Marketing Conference.

Western Union Marketing: Multicultural in 80,000 Different Ways

Geoffrey PrecourtWARC

Western Union has customers in 202 countries. And, in each of those countries, the primary communications task is to speak to all kinds of immigrant populations who need...

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