New ad campaign for John Hancock Financial Services
John Hancock Financial Services plans to spend between $25 million and $35 million over the next year on a new ad campaign to reshape its image among baby boomers.
The company hired Boston ad firm Hill Holiday to create its new “The Future is Yours” campaign, the company’s first attempt to create a new brand identity in a decade and its first new ad campaign since Canadian firm Manulife Financial bought the company in 1994. Hancock is spending twice as much on this campaign as it did on ads last year.
The ads are Hancock’s attempt to refresh its identity among those aged 40 to 70 – whom it calls the “baby boomer plus” generation – by reminding them of the promises they’ve made about the future to their children, families, and themselves. The ads will run on cable networks like MSNBC, ESPN and Discover, and in print and on web sites beginning Oct. 2. (By Keith Reed, Globe staff)
