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. The “Investments for the opportunities, insurance for the unexpected” tagline is retained from past campaigns.

According to Donna Driscoll, svp of brand management and corporate communications at Hancock, the new campaign has two distinct targets: sales intermediaries who sell John Hancock products and consumers looking to have their financial needs met.

“For intermediaries, the key message is, ‘John Hancock now provides more innovative investment solutions,’ ” said Driscoll. “For consumers, it’s, ‘John Hancock can help me on many aspects of my financial needs, from protecting my family and assets today to managing my financial future tomorrow.’ “

TV ads broke last week and are slated to run mainly during ESPN programs such as SportsCenter, NFL Countdown and College Football Game Day.

Print will run in trade publications that reach the financial intermediaries who sell Hancock products, including independent financial planners and investment advisors; insurance agents and brokers; pension managers, plan sponsors and consultants; and bank managers and bank representatives.

Kevin Moehlenkamp served as creative director, working with art director Doug Gould and copywriter Eivind Ueland. Scott Hainline was the agency producer.

Campaign spending is undisclosed. The client spent $15 million on ads last year and $2 million in the first eight months of 2005, per Nielsen Monitor-Plus.

—Adweek staff report