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Western Union Appoints Isobar UK for its Chain of Betters Brief

The Western Union Company has appointed Isobar UK to lead the digital transformation of its global CSR programme, Chain of Betters, following a competitive pitch.

In November 2015, Western Union, a leader in global payment services, launched a campaign to kick-start a chain of selfless good deeds around the world by awarding US$1,000 (or local currency equivalent) for project ideas nominated by individuals who are entrusted with making the better happen. Each “Better” awarded aims to make lasting favourable change for individuals and communities. The Chain of Betters competition embodies Western Union’s purpose of “Moving Money for Better” and is now live in 128 countries.

Isobar will be responsible for building a digital ecosystem that supports the project. Working with mcgarrybowen, Western Union’s creative agency, and Vizeum, Western Union’s media agency, to evolve the current website and online content into a broader manifestation of Western Union’s purpose, “Moving Money for Better.”

Steven Moy, CEO Isobar, UK, said: “We’re honoured to be helping Western Union, a leader in global payment services, bring its brand purpose: “Moving Money For Better” to life. By helping Western Union to optimise its digital approach for Chain of Betters, we are enabling people to move money around the world and change the lives of others through ideas without limits.”

Muriel Lotto, Vice President, Global Marketing Strategy and Brand Management, Western Union comments: “Isobar’s strong strategic thinking and collaborative culture, combined with its digital capabilities, will be key to helping us evolve the Chain of Betters programme”




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