MoneyGram Advances Evolution of Iconic Brand with New Brand, Creative and Media Agencies of Record

MoneyGram International, Inc. ('MoneyGram' or the 'Company'), a leading global financial technology company that connects the world's communities, is excited to announce a significant update to its brand evolution with the addition of four award-winning agencies of record. Following an extensive agency review process, MoneyGram has selected Prophet (brand strategy), Cutwater (creative), DEPT® UK (social) and iProspect (media). Together, MoneyGram and these innovative agencies will transform and grow the MoneyGram brand in a way that drives business growth.

“As MoneyGram has rapidly evolved into a digital-first organisation, we’re now equally invested in the strategic evolution of our global, iconic brand,” said Greg Hall, MoneyGram chief marketing officer. “As such, we’ve engaged four renowned agency partners who will help reintroduce the MoneyGram brand through distinct brand assets and growth-oriented creative, social and media campaigns that uniquely reflect our modern identity.” 

After the Company’s anchor-type investment in MoneyGram Haas F1 Team ('MGHF1 Team'), MoneyGram has made strides in changing the perception of its brand to the vibrant and growing global fintech that it is today. Since the start of the MoneyGram and MGHF1 Team partnership, MoneyGram has seen a remarkable 11-point increase in global brand awareness scores as well as positive upticks in global brand sentiment scores. 

Greg continued, “This announcement signifies the horsepower and commitment we’re putting behind our brand, and looking ahead, everything will ladder up to our ultimate goal of enhancing MoneyGram as that global fintech platform. We will continue to exceptionally serve consumers and businesses through our expanded set of products and services, and I can’t wait to see what we accomplish together in this next stage of growth.” 

Prophet: Transform and Grow the MoneyGram Brand 

As a leading brand consultancy, Prophet has joined the team to lead the transformation and growth of the MoneyGram brand. The Prophet team will help define a clear brand positioning and brand expression that supports the long-term strategic growth of the business. Prophet has worked extensively in the financial services space and has a proven track record of uniquely combining business consulting and creative expertise. The Prophet team has helped drive brand as an engine for business growth for many of the world’s top organisations including Amazon, CVS Health, Home Depot, Marriott, Netflix, Electrolux and UBS.

Cutwater: Bring MoneyGram’s Ongoing Mission & Customer Stories to Life 

MoneyGram has tasked Cutwater with reinvigorating brand equity through best-in-class creative. Best known for its commitment and success toward building distinctive campaigns with brands like Jeep, Levi’s and Ray-Ban, Cutwater will spearhead brand platform development, creative and production. MoneyGram and Cutwater share the same vision for unlocking the identities, motivations and narratives behind the rising digital-first customers. Upcoming initiatives are slated to include TVC, OLV, social, retail, display and more.

DEPT® UK: Maximise Reach and Drive Engagement through MoneyGram Social Media 

To complement the creative strategy, MoneyGram has engaged global digital agency DEPT® UK to provide social-first creative expertise that will drive growth on key social channels. Through a focus on technology and marketing, DEPT® UK has created integrated end-to-end digital experiences for brands like Google, KFC, Philips, Audi, Twitch, Patagonia and eBay.

iProspect: Optimise and Scale Performance Media Investments to Drive New MoneyGram Customers​

On the media side, MoneyGram has partnered with iProspect, formerly Merkle Media, signalling a significant commitment and change to its marketing strategy. The two will partner together to launch global brand to demand performance campaigns to drive new customers and maximise growth for MoneyGram. Through a relentless focus on human-centric solutions, iProspect has driven accelerated growth for iconic brands including Abercrombie & Fitch, Albertsons, Cox, Hilton, LinkedIn and more.