June 5, 2016 (Anaheim, CA)
Today, the American Advertising Federation (AAF) honored leading financial services company Western Union with the 2016 Mosaic Award for the best Multicultural Advertising Campaign of the year. The campaign has been created and produced by New York City-based cultural advertising agency, Gravity.
Western Union senior marketing manager Gia Mazey was in attendance to accept an award along with representatives Mir Akhgar and Priyanka Jhaveri from Gravity.
Since its inception in 2001, the Mosaic Awards have been an extension of the AAF’s commitment to diversity and inclusion, promoting and honoring content that has paved new paths and broken through barriers to diversity in advertising and media.
The Western Union campaign, “Moving Money For Better, Internationally” was developed to strengthen brand recall and preference across twelve different cultural audiences including Filipino, Asian Indian, Nigerian, Chinese, and Pakistani among others. The campaign utilizes actual Western Union customers across television, print, outdoor and digital ad placements.
Mr. Akhgar commented that, “The campaign truly helped to strengthen the brand’s image of being modern and relevant which helped to lead to the strong results we experienced.” Western Union reports that the campaign exceeded expectations driving a five percent lift in transactions and grew revenue by four percent for internal money transfers. “Our agency’s expertise in connecting brands to cultures is effusively demonstrated in this campaign.”
This year’s Mosaic Awards took place at the Disneyland Hotel & Resort on June 5 in conjunction with the AAF’s National Conference, ADMERICA. Each year, top thought leaders in the advertising and media industry convene for this program to connect with their peers and demonstrate their company’s commitment to diversity and inclusion.
“Honoring those who are working to create both campaigns and a workforce that best reflects the myriad of cultures in our country is essential to one day making it the norm,” says Brandon Rochon, Managing Chief Creative Officer at Kastner & Partners and 2016 Mosaic Awards judge.