Guidebook

Financial Services

2012

DDB Canada/Tribal Toronto
e: jessica.beaque@ddbcanada.com
w: ddbcanada.com

Personal Finances are personal. Simply with that in mind, Manulife would fundamentally challenge the cold and calculated perceptions surrounding all Financial Institutions. By creating a wealth of content that is personal and that truly illustrates what finances mean to Canadians. In doing so, not only does Manulife have 18X more engagement on their Facebook page than its competitors; it went from having the worst brand sentiment in the category to having the second highest overall.

Ad Agency: DDB Canada/Tribal Toronto
Creative Direction: Louis-Philippe Tremblay
Art Direction: Amy French
Copywriting: Sanya Grujicic
Social Director: Ed Lee
Community Cultivation Manager: Laura Muirhead
Account Manager: Carly Sutherland
Illustration: Doublenaut