Manulife wants to up its creative game, names two new AORs

Manulife Financial has selected two new agencies to help drive a brand message of reliability and strength forward at a time when its seeking to work more efficiently across Canada. The financial services giant has selected DentsuBos as its creative agency, and Mindshare Canada as its media agency following a comprehensive review that started in […]

Manulife Financial has selected two new agencies to help drive a brand message of reliability and strength forward at a time when its seeking to work more efficiently across Canada.

Jeronimo De Miguel

The financial services giant has selected DentsuBos as its creative agency, and Mindshare Canada as its media agency following a comprehensive review that started in the fall and concluded earlier this year

According to Jeronimo De Miguel, vice-president of branding at the firm, Manulife is focused on “increasing efficiencies and effectiveness” across its Canadian businesses.

“We not only need to streamline our processes and leverage our strength, but also take our brand to the next level creatively. We think this new partnership will help accomplish that,” De Miguel said.

Claude Carrier, president of DentsuBos, said the agency is currently being briefed on what Manulife’s plans for the future are. And, while there seems to be “a lot of needs,” it is too early to say more, he added.

“I think they liked that we have really good reach into the Quebec and Anglo Canada market,” said Carrier. “And I think they liked that we have access to an international network. While the focus is on Canada, Manulife has business in other parts of the world. We have partners in other countries and can provide good support. Also they liked the creative work we put before them,” Carrier said.

Karen Nayler, CEO of Mindshare Canada, said the firm was excited to earn its place as a trusted partner of the brand.

“Manulife Financial is a key player in a rapidly-changing, highly-competitive category – and we thrive in that type of environment,” she said.

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