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Guidebook

Financial Services

2012

Jessica Beaque (DDB Canada/Toronto)
e: jessica.beaque@ddbcanada.com
w: ddbcanada.com

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

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.

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