Sun Life Financial Plans Q4 Effort

  • August 11, 2009
Sun Life Financial Inc. will launch its first branding and marketing campaign aimed at a national U.S. audience during the fourth quarter. It will include corporate sponsorships, broadcast, print and online outreach.

Wellesley, Mass.-based Sun Life named The Martin Agency of Richmond, Va., as its agency of record. The Martin Agency will be responsible for strategic planning, creative development, and media planning and buying. Market budgets for the assignment are undisclosed.

Sun Life, a longtime provider of annuities, life insurance and group employee benefits, has made a significant investment in marketing and branding in the U.S. this year, including expanding its marketing team and hiring Priscilla Brown as its first head of U.S. marketing.

"Sun Life is well-known in its native Canada, but in the U.S. we need to dramatically increase our presence to financial advisors and consumers," Brown says. "Expanding our marketing team and media outreach is the first step toward making Sun Life a leading brand in the United States."--Tanya Irwin

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