MoneyGram is a truly global organisation operating in over 200 countries with over 350 000 agents, and the creative output has to deliver strong messaging and striking creative, whilst reflecting important local nuances and sensitive social, cultural and religious understanding.
As an in-house creative function, the studio offers all of the services that a truly global organisation needs – design for print and the web, broadcast, mobile and devices as well as film editing, animation, photography, illustration, translation services and copywriting.
International money transfers increase around global holiday celebrations. MoneyGram concentrates it's advertising budgets around these times by developing global advertising campaigns for Christmas, Chinese New Year, Easter, Mother's Day, Ramadan, Diwali and Back To School.
With so many different markets and corridors, the campaigns have to show a high degree of commonality whilst delivering impact at a local level.
Multi-region versions of each creative have to be developed and distributed worldwide. Language and messaging needs to be passionate, positive and respectful.
ICC Cricket World Cup Sponsorship
As part of a TTL marketing approach, MoneyGram sponsors sports around the globe, the biggest of which is their sponsorship of the ICC.
MoneyGram's 5-year partnership with the ICC culminated in the ICC World Cup in 2015. To promote the partnership a new global campaign was developed focusing on what money transfer meant to MoneyGram's customers.
To support the campaign, full event branding, international advertising, local advertising and fan activation zones were designed and delivered alongside marketing collateral and giveaways.
To celebrate and identify key partners, a new brand was created - MoneyGram Stars. The brand needed to be simple enough to work across multiple countries throughout Europe and Africa, as well as be adaptable enough to give clear branding in many different environments and applications.
An Italian agents' event is shown here. Original concept, design development, print management, artworking and supply.