Manulife is one of Canada's oldest and largest financial services companies, providing insurance, banking, and wealth and asset management services all over the world. Manulife had been operating in the U.S. under the John Hancock brand since acquiring it in 2004, but to better capitalize on its strength in the global wealth and asset management space, the company decided to rebrand its U.S. offering to Manulife | John Hancock in 2025.

We were asked to help launch this dual brand, increasing recognition in key American markets with financial advisors and HNW investors in particular.

When it comes to wealth management, great partnerships are essential. No one can maximize their financial potential without the right help. What better way to introduce a new partner brand like Manulife | John Hancock to advisors and investors than to reinforce that a penchant for partnership is in the very DNA of the company? Our "Great Partners" campaign launched in the U.S. with a marquee brand film and high profile OOH in key markets. The campaign is now being extended for other global markets as well.