Manulife is putting greater emphasis on helping educate Canadians about its portfolio of products and services by appointing a chief marketing officer for its Canadian operation.
After stints working with WestJet, Tim Hortons and a number of agencies, Glenn Hollis will assume the CMO role and report directly into Manulife Canada president and CEO Marianne Harrison, the company said. Hollis was most recently senior strategic consultant with Level 5 Strategy Group.
While Hollis worked with WestJet as a client, he was employed as vice-president, marketing, brand strategy and guest experience for Tim Hortons on a global level. He was involved in a partnership with Cineplex Digital Networks to create TimsTV and TimmyRun, a web-based ordering tool that was introduced in 2012.
“Manulife is innovating to create new and extraordinary customer experiences to set us apart from the competition and become a leading disruptor in our industry,” Harrison said in a statement. “Glenn brings transformational leadership to execute a truly innovative and integrated marketing strategy that builds on our brand in Canada.”
Manulife’s primary marketing activities recently have been its efforts to help Canadians understand their degree of financial readiness through a campaign dubbed “Are You Ready?”, which involved the use of an online quiz and a series of TV spots with multiple endings.
Hollis has also worked with a variety of agencies including J. Walter Thompson, Young and Rubicam, BBDO, and Saatchi & Saatchi.
