John Hancock Financial Services is spending some $30 million this quarter to spread the word to both consumers and advisors that “the future is yours.” And it’s just one way the company intends to further grow fund assets, which grew to $47.5 billion in June from $30 billion in 2005. The firm is also adding products: 27 have come on stream, such as lifestyle funds, GMO funds and classic-value funds, in the past 12 months. It now has 49 open-end and 13 closed-end offerings.
“About 18 months ago, we realized that we needed to revitalize our brand with a new brand platform,” says Donna Driscoll, head of brand management and corporate communications. “The old organization had a well-known brand, but that didn’t reflect the new organization after it was acquired by Manulife Financial. We became more balanced in terms of being an investments and insurance organization. And we also wanted to reflect how consumers feel about the future. They are excited about it.”
Manulife bought John Hancock in April 2004. It has some $332 billion in total funds under management and is based in Toronto.