Manulife hands global media and creative remit to dentsu

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Manulife has appointed dentsu as its global media and creative partner to amplify and evolve its brand across markets. This comes after the brand 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.

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.

Karen Leggett, Manulife's global chief marketing officer said the company has made significant strides in its transformation journey by bringing together its global brand, launching its sustainability strategy and building on the next evolution of its brand promise, Decisions Made Easier. Lives Made Better”.

"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 organisation that not only shares our global footprint, but also our passion for customer obsession and values,” said Leggett.

She added that Manulife’s transformation is rooted in listening to its 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,” added Leggett.

Julie Nestor, chief marketing officer, Manulife Asia added, “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.”

She added that this agreement solidifies Manulife’s long-standing relationship with dentsu, where the two have already launched successful campaigns, including a latest on retirement with local celebrities in Hong Kong.

Simone Tam, dentsu Hong Kong CEO and creative CEO added, “It’s very rewarding to see our 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.”

She added that the agency is excited to partner across 10 Asia markets as one integrated dentsu team, to find new opportunities to build the Manulife brand and create stronger, life-long relationships with their customers.

Jeff Greenspoon, president global solutions dentsu international said, “We are proud to expand our seven plus 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.”

“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," Greenspoon said.

This is the second global account dentsu has recently bagged out of Asia. Most recently, it won the global media remit of Standard Chartered , beating out Omnicom Media Group. R3 handled the pitch and the contract is a five-year-long one. Dentsu has been working with Standard Chartered since 2017.

Dentsu Group most recently promoted Hiroshi Igarashi to group president and CEO, effective March 2022. Igarashi will replace Toshihiro Yamamoto, who will retire from his roles as chairman of the board, representative director and president and CEO, dentsu Group. The change in leadership comes as the group plans to build on its current momentum and lead it into the next phase of growth.

At the same time, Tim Andree will step down from his executive role to take on the role of non-executive chairman of the board, effective after the approval of his appointment at the Annual General Shareholders’ Meeting in March 2022.

In Asia Pacific, Dentsu International's APAC CEO and India chairman, Ashish Bhasin also announced an early retirement from the agency, after 13 years with the group. To manage his transition, APAC CFO Simon Jones and COO Belli Mathanda will be working closely with global CEO Wendy Clark to have a greater focus on the region during this time supported by the APAC executive team.

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