John Hancock Launches a Review

Hill Holliday is the longtime incumbent

John Hancock, a signature financial services client at Hill Holliday for the past 29 years, is reviewing its creative and media business, sources said.

Hancock spent nearly $23 million in measured media in 2012, according to Nielsen. That amount does not include Internet or business-to-business spending.

The procurement-driven review is being led by Manulife Financial, the Canadian financial services firm that acquired John Hancock in 2004. Hancock's brand name remained unchanged in the United States, but the company’s product and services portfolio expanded beyond insurance to include mutual funds, variable annuities and 401(k) plans.

John Hancock has worked with Hill Holliday since 1984, when Interpublic Group shop introduced the “Real Life, Real Answers” campaign. Representatives at the agency and John Hancock declined to comment.