- Noreen O'Leary

NEW YORK Western Union's mobile business unit named TBA Global agency of record, charged with building awareness for Western Union's Mobile Money Transfer service.
 
Spending on the business, for which there was no incumbent, was not disclosed. TBA's first work will debut in the U.K. and Kenya on July 10. The agency, a sales promotion independent with 18 offices in North America and the U.K., will also work on other projects for the mobile business unit.
 
"Like all new services, our Mobile Money Transfer service requires an integrated, strategic and unique approach," Gail Galuppo, Western Union CMO,
evp, said in a statement. "TBA Global is well-known for their use of new media and for their success in engaging consumers."
 
Last August, Western Union selected Publicis Hong Kong as its first global lead agency. The marketer has worked with the Publicis Groupe agency since 2003 in 10 markets across the Asia-Pacific region. Before that, Western Union had worked with regional advertising and marketing agencies around the world.