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NEW YORK Western Union, the provider of worldwide money transfer services, is launching its first unified global marketing effort. To date, the 150-year-old brand, which services 200 countries, offered only a series of disparate marketing messages.
That will change this week with its new $250 million “Yes!” campaign. Two years in the making, the TV, print and out-of-home creative will be translated into 40 languages. Created by Publicis, Hong Kong, the effort is meant to humanize the brand among its core “international migrant” customers.
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