Jenny Chan 陳詠欣
Sep 28, 2011

DDB Hong Kong appointed as Manulife's agency of record

HONG KONG - DDB Group has been awarded the creative business for Manulife and will create the low-key insurer's first branding campaign in three years.

DDB Hong Kong appointed as Manulife's agency of record

The win spans Manulife’s strategic branding and communications initiatives for its product lines including insurance, employee benefits and investment funds. There was no incumbent agency on the account. 

DDB Hong Kong is tasked with Manulife's new branding campaign under the positioning ‘For your future’. The agency is launching a large-scale, integrated campaign encompassing digital and social media elements in mid-October.

This move goes in tandem with the firm's optimistic plans for growth in Hong Kong. It is boosting the number of its agents by 52 per cent over the next five years, and also aims to build more partnerships with banks and independent distributors, in order to tap the strong demand for yuan-demoninated wealth products. 

Michael Huddart, executive vice president and chief executive officer for Manulife in Hong Kong, said there is a need to "let more people recognise the meanings and strengths" behind the brand.

That equates to a fresh brand perspective, awareness and differentiation in "Hong Kong’s cluttered market," Isabella Lau, vice president of customer service and strategic development for Manulife in Hong Kong continued.

Manulife is already a well-known household name in the territory serving a customer base of over 1.6 million over the past century. Its Canadian-based parent Manulife Financial was the first international insurer to list in Hong Kong.


Campaign China

Related Articles

Just Published

2 days ago

Fred & Farid and the palette of AI possibilities

INSPIRATION STATION: Taking AI-generated art beyond the amateur hour, Fred & Farid redefines creative artistry for milestone anniversary celebrations.

2 days ago

Asia-Pacific Power List 2023: Jan-Paul Jeffrey, Spotify

From localising campaigns to surprising fans with egg-cellent moments, Jeffrey’s marketing symphony in Southeast Asia is hitting all the right notes.

2 days ago

A marketoonist’s hard truths about the industry

From shiny new distractions to fallacious funnels, cartoonist Tom Fishburne points out the obvious ridiculousness in our industry that most are blind to.

2 days ago

'Legitimate anxiety': Anti-LGBTQ activists flex ...

Bud Light. Target. Kohl’s. Even Chick-fil-A. Brands know they could be the next to be targeted for celebrating Pride.