MoneyGram Wires New Campaign

CME Sics Sassy ‘Money Gram’ Character on Rival Western Union
CHICAGO–MoneyGram Payment Services takes the offensive in its effort gain market share on rival wire transfer company Western Union with a new campaign that breaks today.
The effort, Campbell Mithun Esty’s debut for the client, introduces a grandmotherly spokeswoman of sorts dubbed “The Money Gram.” The Minneapolis agency expects the sassy woman to become a “lovable hero” for MoneyGram’s traditional users, identified as urban, ethnic women who don’t have traditional banking relationships.