Hancock Looks to the ‘Future’ in Brand Effort

BOSTON John Hancock Financial Services is launching a multimedia campaign themed “The future is yours” that attempts to show how the company helps consumers fulfill their life promises.

Longtime Hancock agency Hill, Holliday, Connors, Cosmopulos in Boston, a unit of Interpublic Group, crafted the ads.

The client said the effort, which targets adults 40 and older, illustrates the evolution of the brand following the completion of its 2004 acquisition by Manulife Financial.

The new work consists mainly of intimate vignettes of people telling their personal stories. The company said the ads eschew fear-based messages (such as what could happen if one doesn’t invest wisely) for more positive themes.

“That is what today’s John Hancock stands for—understanding life promises and empowering people to fulfill them,” said Donna Driscoll, client svp, brand marketing and corporate communications.

“Insurance for the unexpected. Investment for the opportunities” had been Hancock’s primary tagline for the past decade, and was more emblematic of the company’s previous approach.

Hancock said ad spending would likely exceed $30 million over the next year.

The push includes 30-second TV spots that debut Oct. 2, as well as radio running on both XM and Sirius Satellite Radio. Print is slated to appear in The Wall Street Journal and Conde Nast Traveler, among others. Online executions initially will run on Yahoo Finance.

“Our media strategy is to extend a broad reach, advertising in a diverse mix of select traditional and new media and to be highly visible wherever today’s consumers get their information. We believe this strategy will have a significant impact on deepening consumers’ understanding of the John Hancock organization and brand,” Driscoll said.