• by Richard Whitman , Columnist, November 18, 2021

Earlier this year, Toronto-based financial services company Manulife announced the next phase of its strategy, with an emphasis on its Asia and Global Wealth and Asset Management businesses and digital transformation.

Today, the company confirmed that it has consolidated creative advertising and media planning and buying duties with Dentsu to help execute that strategy. It’s the first time the company has selected one agency to handle those responsibilities globally.

Dentsu previously handled some creative and media chores for Manulife in Asia and will form a dedicated unit to service the expanded account.

“We’ve made significant strides in our transformation journey by bringing together our global brand, launching our sustainability strategy and building on the next evolution of our brand promise, ‘Decisions Made Easier. Lives Made Better’” said Karen Leggett, CMO at Manulife, parent company of John Hancock.

"Selecting Dentsu as our global partner helps us build on this exciting story in all the segments and markets where we operate. They are an organization that not only shares our global footprint, but also our passion for customer obsession and values.”

In the U.S. most of the firm’s measured media expenditure last year was in digital channels and promoted the John Hancock brand, according to COMvergence. The research firm reports  John Hancock spent an estimated $5 million in digital and $28,000 on offline channels. Global spending for Manulife was not available.

Manulife claims around 30 million customers worldwide. As of September 30, 2021 it had $1.1 trillion in assets under management and administration.