Hill Seeks to Extend Hancock Brand

BOSTON John Hancock Financial Services has unveiled its first ad campaign since its acquisition by Manulife Financial last year.

The work, from longtime Hancock agency Hill, Holliday, Connors, Cosmopulos in Boston, consists of television spots and print ads that seek to reposition the company and extend its already strong brand in the investment marketplace.

One spot asks consumers to “Think about your family as a company, with assets to protect and grow,” and mixes quick-cut footage of family life, corporate scenarios and city scenes.