DraftFCB has been named agency of record for Sun Life Financial, supporting the company’s advertising, branding and marketing initiatives. The account was previously held by Capital C.
It’s a big win for DraftFCB, which lost the TD Bank Group account last September after a 13-year partnership. “One of the reasons [Sun Life] got in touch with us was the experience that we have on the TD/Canada Trust business and our breadth and depth in the financial services industry,” said Paul Williams, business director at DraftFCB Toronto. “They indicated that right off the bat.”
Williams also said DraftFCB’s global network and Montreal presence were reasons for the win. “The Quebec market is very important to Sun Life and [our] strong integrated and synergistic relationship with our friends in Montreal was a particular interest to Sun Life.”
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A review took place in March and the RFP was focused primarily around developing a national advertising campaign, which DraftFCB will now begin working on.
Last October, Sun Life launched its “Money for Life” annuity program and positioning, which Sun Life will continue to market, said Williams. But in terms of a new campaign, “Sun Life is a great Canadian brand, so I think that’s going to be a big part of their messaging,” he said.
