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Sun Life In New U.S. Sales Push

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The U.S. division of Sun Life Financial Inc. is getting set to launch its first nationwide branding and marketing campaign.

The campaign, which is to open in the fourth quarter, will include corporate sponsorships and comprise broadcast, print and online ads, says Sun Life, Toronto, whose U.S. unit is in Wellesley, Mass.

To support its campaign, Sun Life named the Martin Agency, Richmond, Va., to handle strategic planning, creative development and media placement. The Martin Agency has handled ad campaigns for Walmart, GEICO, Hanes and United Parcel Service of America Inc.

Sun Life says it has made a “significant” investment in marketing and branding in the U.S. while expanding its marketing team and hiring Priscilla Brown as its first head of U.S. marketing.