Western Union Puts $100 Million Media Assignment Into Review

Englewood, CO-based financial services firm Western Union is conducting a global media agency review, the company has confirmed. 

The firm reported total advertising costs of $166.3 million in 2015. It buys close to $100 million worth of ad time and space each year, sources said. In the U.S., it spent around $20 million on measured media last year according to Kantar Media. That was down from nearly $40 million in 2014. 

In the U.S. Western Union has worked with Gravity Media in recent years. Other shops on the company’s media agency roster weren’t immediately available and it wasn’t clear if Gravity was participating in the review. The agency had no comment at deadline. 

WU issued this statement: “As a global business, WU works with multiple agency partners around the world. The company periodically conducts agency reviews in an effort to uphold its brand promise and values to customers.” 



The company is best known for its worldwide consumer-to-consumer money transfer operation. It has also a consumer-to-business segment and a B-To-B unit. It reported nearly $5.5 billion in revenue for 2015. 

Last year, in addition to a number of ad campaigns consisting of both digital and traditional media (including an integration in ABC’s Jimmy Kimmel late night program), the company launched a loyalty program called My WU.


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