Our goal is to celebrate and elevate WU marketing team work and campaigns in the MCC Americas region!

INSTRUCTIONS FOR WU LIONS SUBMISSIONS All submissions must be received by XXXX Date Please use design template for submissions – submissions not in design template, missing required information will not be reviewed. Please fill out slide 9 in appendix - this will be the 1 pager that will be used for WU Lions ceremony if it wins Measurement is a critical component of how submissions will be scored. See appendix (Slide 10) for the ideal process to be followed with GAI (the analytics team) and who the key contact/region/business line. Teams are encouraged to apply this process moving forward. For this submission, please engage your GAI contact as soon as possible. Measurement requests will be taken on a first come, first served basis and any requests less than 2 weeks before submission deadline may not be able to be supported. Submissions – Teams of 6, director and below. Should be inclusive of X-functional teams (ie. PR, GAI, BarBar, etc, etc) Please see appendix (Slide 11) for reminder of how submissions will be scored by category 2

NAME OF THE PROJECT: REGION/COUNTRY: TEAM: (UP TO 6 PEOPLE DIRECTOR & BELOW): CREATIVE AGENCY SUPPORT: (PROFERO, MGB, BARBAR, ETC) GAI TEAM SUPPORT: NAME(S) SUBMITTED BY: NAME Upload all your submissions for each category till XXXXXX on 3

4 Program Description: 2-3 sentence summary description of what the program was about (should include customer insight/opportunity………………………………………………………… …………………………………………………………………………………………………………….. …………………………………………………………………………………………………………….. ………………………………………………………………………………………………………… Describe strategy(s) and tactics activated: 2-3 sentence summary description …………………………………………………………………………………………………………… …………………………………………………………………………………………………………… …………………………………………………………………………………………………………… ………………………………………………………………………………………………………….... What were the planned outcomes/metrics and what results did we achieve.Metric: Plan of XXXX, Results of YYYYMetric: Plan of XXXX, Results of YYYY Total Budget of Campaign $ X.XM

Creative Showcase – Slide #1 Instructions: Use this Slide to provide creative sampling, links to videos, etc of the campaign in market. Be Careful with size of creative/photos. Some simple instructions for reducing size of files 5 Right click, save as picture, save. Then click on insert (menu) and insert the new one 5MB24KB

Creative Showcase – Slide #2 Instructions: Use this Slide to provide creative sampling, links to videos, etc of the campaign in market. Follow Image size Instructions from previous slide 6

Creative Showcase – Slide #3 Instructions: Use this Slide to provide creative sampling, links to videos, etc of the campaign in market. Follow Image size Instructions from previous slide 7

APPENDIX 8

NAME OF THE PROJECT: XXXXXXREGION/COUNTRY: XXXXXX TEAM: XXXXXXXXXXXXXXXXXXXXXXXXXXX (UP TO 6 TOTAL – DIRECTOR & BELOW) CREATIVE AGENCY: XXX (I.E. PROFERO, BARBAR)GAI LEAD SUPPORT: XXXXXXX 9 Program Description: …………………………………………………… …………………………………………………… …………………………………… Strategy(s) and tactics activated: …………………………………………………… …………………………………………………… …………………………………………………… Measurement: Metric: Plan of XXXX, Results of YYYY SPACE TO SHOWCASE CREATIVE PROGRAM 1 PAGER TO BE USED DRUING WU LIONS CEREMONY IF SELECTED AS WINNER

GAI PARNTERS BY REGION & BUSINESS LINE Americas – Yash Kandyala, Europe – Vishal Jain, MEASAR (JC’s region) – Sriram Krishnamurthy, Digital – Kevin Palmer, WUBS – Mark Cianci Ideal engagement with your analytic partners for go-to-market activities Insight generationCopy testingMedia planningExecutionMeasurement Collaboration with GAI will help you…  Identify Customer insights to drive strategy and segments to target  Determine if additional data (analytics or research) is necessary to focus your strategy  Formulate new ideas and thoughts  Determine approach to copy/ad testing  Leverage available, scalable tools  Obtain rapid feedback – comparisons to normative data (shared learnings)  Optimize media mix, customer / geo targeting and to improve your media efficiency  Understand optimal media for your particular segment  Monitor impact of actions to inform ‘in-flight’ changes that can enhance media efficiency (limited by data availability, easier digital that retail)  Accurately measure the impact of your in market actions  Ensure proper understanding of drivers (attribution)  Confirm alignment on results Measurement Benefit at each step Allow your analytics partner to help you leverage the tools available for improving in market results Give you a preliminary measurement of your effectiveness! Ensure proper measurement approach is defined and agreed to Readout with clear agreement of the approach and scope of measurement

11 Judging Criteria Most effective Leverage of PAID media Campaign Print, OOH, TVC/video, Radio, Digital, Direct marketing, Grassroots, Sponsoring, Tradeshow Most effective Leverage of OWNED media Campaign Merchandising, POS, My WU, Web properties, sales collaterall Most effective Leverage of EARNED media Campaign PR & Most effective use of consumer intelligence/analytics/pricing strategies Use of consumer insights, analytics to drive strategies and programs with significant impact on WU business Breakthrough of the year New product, costumer experience, service enhancements, capability Most effective Integrated Campaign Best synergistic campaign across Digital AND social media AND retail marketing Judging criteria Alignment with the brand promise (10%) Brilliance/breakthrough power of the leveraged Intel/data and its discovery process (50%) Quality of the execution (15%) Business Results (25%) Judging criteria Marketing Concept/how it aligns with the brand promise (30%) Quality/creativity/coherence of the 360 execution (25%) Collaboration across business units (10%) Business Results (35%) Judging criteria: Marketing Concept/how it aligns with the brand promise (30%) Quality/creativity of the execution (35%) Business Results (35%)