Manulife appoints dentsu as its global brand strategy partner

| | No Comments
Manulife appoints dentsu as its global brand strategy partner

Earlier this year, Manulife announced the next phase of its strategy, with an emphasis on its Asia and Global Wealth and Asset Management businesses and digital transformation including its journey to become the most digital, customer-centric global company in its industry. Today, the Company unveiled the next strategic milestone in its digital transformation by selecting dentsu as its global media and creative partner to amplify and evolve its brand across markets.


“We’ve made significant strides in our transformation journey by bringing together our global brand, launching our sustainability strategy and building on the next evolution of our brand promise, ‘Decisions Made Easier. Lives Made Better’”, said Karen Leggett, Manulife’s Global Chief Marketing Officer. ” Selecting dentsu as our global partner helps us build on this exciting story in all the segments and markets where we operate. They are an organization that not only shares our global footprint, but also our passion for customer obsession and values.”

This announcement marks the first time that Manulife has selected a single global agency that reflects the diversity of its individual markets. The partnership will leverage the strength of dentsu’s innovative and creative capabilities.

Leggett said: “Manulife’s transformation is rooted in listening to our customers and creating experiences that exceed their expectations. Selecting dentsu as our partner on this journey will continue to integrate our global brand strategy while tailoring our approach to the unique markets in which we operate.”

“We are proud to expand our 7+ year relationship with Manulife to now help elevate the brand globally. And inspired by the mission to make decisions easier and lives better, we too believe in putting people at the centre of everything we do,” said Jeff Greenspoon, President Global Solutions dentsu international. “With Manulife we share a spirit of collaboration and innovation to drive thinking that is Ideas Led, Data Driven and Technology Enabled. Our integrated team is excited to unlock unique opportunities, sustainable value and lasting change for Manulife and the communities it serves. We are excited for our integrated team to partner with the Manulife team to achieve meaningful progress as a force for both growth and good.”

Simone Tam (pictured right), Dentsu Hong Kong CEO and Creative CEO, said: It’s very rewarding to see our 7+ year relationship with Manulife out of Hong Kong grow into a global partnership. We share a spirit of collaboration and innovation with Manulife, and the foundational belief that people should be at the centre of everything we do.

Julie Nestor (pictured left), Chief Marketing Officer, Manulife Asia, said: “Driven by an unwavering commitment to customer-centricity, we have selected dentsu as our integrated creative and media partner to tell one consistent global brand story across our diverse markets in Asia.”