Agency Receives Money Order Assignment
CHICAGO–Money order processor Travelers Express tapped Minneapolis agency Carmichael Lynch for a brand positioning project after a short review.
Carmichael beat out crosstown competitor Cevette & Co. and New York agency MacNamara, Stewart, Saperstein for the project, said Jeff Wilcox, a representative for the company [Adweek, July 27].
Wilcox said Minneapolis-based Travelers Express was impressed with Carmichael’s relevant experience, including design work for Dayton Hudson Corp. He added that the agency’s proximity was a plus.
MacNamara is agency of record for MoneyGram Payment Services, which was recently acquired by Travelers Express. The MoneyGram acquisition is just the latest in a string for Travelers Express, Wilcox said. As a result, the company has a number of diverse products but no overriding brand identity.
Carmichael’s primary assignment is to determine how Travelers Express should present itself to the public, and then develop a logo reflecting that image, Wilcox said.
Much of the project will be completed through the agency’s design division, Carmichael Lynch Thorburn. However, the assignment will also involve the agency’s account planning resources as well.
Billings for the project were undisclosed. Wilcox would not say whether the project could lead to other advertising opportunities.
Travelers Express had no spending on media advertising last year, according to Competitive Media Reporting. MoneyGram, however, spent $8 million on advertising last year.
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