When Money Is King, We Crowned Western Union Again

Western Union, the world’s largest money transfer brand with over 51,000 U.S. locations and 500,000+ globally, turned to Left Off Madison to refresh its U.S. advertising and reignite transaction growth. Once the undisputed leader in global remittances, Western Union’s domestic business had grown stale—its image more “old-school” than innovative—while a swarm of fintech upstarts nibbled at market share with sleek apps and flashy offers.

Our challenge was clear: reassert Western Union’s dominance, modernize its appeal, and connect with a younger audience increasingly drawn to mobile-first money movement.

Our creative platform, “When Sending a Gift – Money is King,” captured both cultural truth and emotional resonance. From birthdays and weddings to emergencies and family reunions, we spotlighted money as the one gift that always fits—whether it’s used to celebrate, support, or bring loved ones home. We reminded consumers that no one makes sending money easier, faster, or more reliable than Western Union.

By humanizing Western Union’s utility and pairing it with a modern creative and media mix—national campaigns, local activations, and price promotions—we helped shift perception from “legacy” to “lifeline.”

The results spoke volumes:

• +4–18% growth in remittances across key markets, averaging +6% nationally

• +46% increase in app downloads, signaling renewed relevance among younger, digital-first users

• A multi-year engagement that extended into seasonal, multicultural, and mobile-focused campaigns

For CMOs, this case underscores a timeless truth: when a legacy brand finds its emotional currency again, performance follows. Left Off Madison helped Western Union reclaim its throne—proving that when it comes to money transfers, money may be king, but strategy is the crown.