MoneyGram launches global campaign via Draftfcb.

MoneyGram International has launched a major global campaign spanning TV, print, radio, out-of-home, retail, point of sale, website development and employee communication under agency of record Draftfcb. The first execution to break was a 30- second television commercial

— titled “Rally Cry” — that aired Feb. 21 during the Latin music awards show “Premio Lo Nuestro” on Univision. A full national network television commercial plan in the United States and major out-of-home initiative in New York City break this week.

The Hands campaign calls attention to the importance of giving individuals the power and freedom to make decisions related to their finances.

“We needed an idea that could unite everybody, regardless of race or religion,” said Kurt Fries, senior vice president, creative director at Draftfcb Chicago. “The Hands are a symbol of empowerment; they let people know they have a choice in the decisions they make as they move their money.”

The campaign spans 170 countries with Draftfcb Chicago coordinating the launch in 22 countries, including China, Ghana, Greece, Indonesia, Jordan, Laos, Lebanon, Malaysia, Nigeria, Kenya, Pakistan, Philippines, Poland, Portugal, Romania, Singapore, Spain, Sri Lanka, Tanzania, Thailand, the United States and Vietnam, as well as throughout Latin America and the Caribbean via Draftfcb Puerto Rico. MoneyGram is coordinating the launch in the remaining nations using Draftfcb creative.

“The campaign takes the positioning that’s right for our consumers and delivers it with the sense of empowerment and undercurrent of revolution that this change in the money transfer category implies,” said Karl Turnbull, senior vice president, group director, Strategic Planning at Draftfcb Chicago. “It’s a simple announcement that at last there’s a better way to handle your money, and that it’s within everyone’s reach.”

Draftfcb employed the agency’s new model in developing the campaign, stressing the equal importance of creativity and accountability.

“Draftfcb provided a holistic approach to our business, from strategy through execution across various consumer touch points,” said Ann Jackson, MoneyGram’s vice president of market development. “With this campaign, we expect to broaden awareness and significantly increase transactions for MoneyGram as a leading global payment company.”

MoneyGram named Draftfcb Chicago its global agency of record in August 2006.

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