Print ads focus on depth of clients’ trust in financial advisors and on asset management expertise of John Hancock
BOSTON, MA —John Hancock recently launched a new integrated advertising campaign targeted toward financial advisors. Developed through proprietary quantitative research, the new print ads are characterized by empathy for financial advisors, and by their clean, easy to read copy. The new campaign centers on investors’ trust in financial advisors and on the asset management expertise of John Hancock as a financial services provider.
“We’re calling this the ‘Trust’ campaign because at its core it is based on our proprietary research showing that the financial advisor is one of the most trustworthy sources of information for investors,” said David Longfritz, Chief Marketing Officer for John Hancock. “Just as investors trust their advisors, we are telling advisors they ‘are not alone,’ that they can trust John Hancock to be a partner with them in finding solutions for their client’s financial challenges.”
In a recent survey on trust in institutions and individuals, John Hancock found that more than four out of five investors who work with a financial advisor indicate a high level of trust in those professionals (82 percent). “Our survey found that investors respect their financial advisors and look to them for guidance in making financial choices and decisions. Despite ongoing uncertainty in financial markets, this bond is an enduring one,” Mr. Longfritz added.
In the series of print ads, one suggests: “Maybe you should change your business card from ‘advisor’ to ‘trusted advisor.’” Another, citing the survey, says: “People don’t trust the market. People don’t trust the economy. People don’t trust the government. But you, they trust.”
Balancing the trust theme are ads focusing on the asset management expertise across John Hancock’s product line. One ad showcases John Hancock’s leadership position in Lifestyle portfolios: “And now two words about our Lifestyle Portfolios: Number One.” Another ad notes John Hancock’s #1 ranking in overall service to micro 401(k) plans, with the tag line: “In the complex world of 401(k) plans, here’s something you don’t often hear: Easy.”
“Our ads send the message to advisors that, armed with the asset management resources and depth and breadth of John Hancock’s product line, they have a trusted partner in John Hancock and are not alone in working toward their clients’ goals,” said James Bacharach, Vice President of Brand Strategy and Communications.
The new print ads have appeared in issues of Barron’s, with other financial publications and industry trade publications including Investment News, Plan Sponsor, On Wall Street, Registered Rep and TheStreet.com scheduled to run them in the weeks ahead.
Boston-based advertising agency Hill Holliday created the campaign for John Hancock.
About John Hancock Financial and Manulife Financial Corporation
John Hancock Financial is a unit of Manulife Financial Corporation, a leading Canada-based financial services group with principal operations in Asia, Canada and the United States. In 2012, John Hancock celebrates 150 years of serving clients across the United States, while Manulife celebrates its 125th anniversary. Operating as Manulife Financial in Canada and in most of Asia, and primarily as John Hancock in the United States, Manulife Financial Corporation offers clients a diverse range of financial protection products and wealth management services through its extensive network of employees, agents and distribution partners. Funds under management by Manulife Financial and its subsidiaries were C$500 billion (US$491 billion) as at December 31, 2011. Manulife Financial Corporation trades as 'MFC' on the TSX, NYSE and PSE, and under '945' on the SEHK. Manulife Financial can be found on the Internet at manulife.com.
The John Hancock unit, through its insurance companies, comprises one of the largest life insurers in the United States. John Hancock offers a broad range of financial products and services, including life insurance, fixed and variable annuities, fixed products, mutual funds, 401(k) plans, long-term care insurance, college savings, and other forms of business insurance. Additional information about John Hancock may be found at johnhancock.com.
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