The Western Union Company (WU), a leader in global money-transfer services, was popular for the multicultural approach it used in marketing its products and services. With a wide range of customers from diverse backgrounds spread across the globe, it was crucial for WU to appeal to different sets of customers in different ways. This was also one of the biggest challenges the company faced. WU tried to face up to this challenge by studying and understanding the multi-cultural voice of its customers with the help of a broadly diverse team of top executives.

The rapid uptake of mobile technology all over the world, and in Asia and Africa in particular, had also presented new channels for the customers to make their transactions and WU found huge market opportunity in them. And so, over the years, the company had adopted digital and social media to remain well connected to its customers all through the year.

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