Heat Wins Global Creative Duties for John Hancock/Manulife

By Erik Oster 

Heat, which was acquired by consultancy Deloitte Digital in February of 2016, won creative duties for Canadian financial services company Manulife, which owns and operates John Hancock in the U.S.

“Heat’s creative was by far the strongest,” John Hancock Manulife global chief marketing officer Gretchen Garrigues said in a statement. “They got customer feedback on the creative they were developing [in the pitch] and it was very thoughtful and innovative. They probably benefit from the relationship they have with Deloitte because it helps them add structure to the creative side of the world in terms of research.”

The appointment concludes a global creative review launched in March, which saw John Hancock part ways with Boston agency Hill Holliday, which had handled the creative account since 1985. Hill Holliday’s recent work for John Hancock includes April’s “Retirement Rookie” spot starring former Red Sox slugger David Ortiz and this spot from last October celebrating social progress.

Heat’s first work for the client is expected in early 2018.


Manulife also hired WPP’s m/SIX and Wunderman for global media planning, buying and analytics.