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Manulife selects dentsu to power its global brand strategy

November 18, 2021


  • Partnership shares a global footprint, passion for customer obsession and values

Toronto – 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.

“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,” added Leggett.

“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.”


About Manulife

Manulife Financial Corporation is a leading international financial services provider that helps people make their decisions easier and lives better. With our global headquarters in Toronto, Canada, we provide financial advice and insurance, operating as Manulife across Canada, Asia, and Europe, and primarily as John Hancock in the United States. Through Manulife Investment Management, the global brand for our global wealth and asset management segment, we serve individuals, institutions and retirement plan members worldwide. At the end of 2020, we had more than 37,000 employees, over 118,000 agents, and thousands of distribution partners, serving over 30 million customers. As of September 30, 2021, we had CAD$1.4 trillion (US$1.1 trillion) in assets under management and administration, and in the previous 12 months we made CAD$31.6 billion in payments to our customers.

Our principal operations are in Asia and Canada, and the United States, where we have served customers for more than 155 years. We trade as 'MFC' on the Toronto, New York, and the Philippine stock exchanges and under '945' in Hong Kong. Not all offerings are available in all jurisdictions. For additional information, please visit


About dentsu international

Part of dentsu, dentsu international helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 46,000 dedicated specialists.


Media Contacts           

Odette Coleman


Kate Dobrucki
dentsu international