John Hancock Financial.(ADVERTISING)(advertising campaign)(Brief article)

Best's Review, November, 2006 by Goch, Lynna

JOHN HANCOCK FINANCIAL is targeting baby boomers with a new, $25 million to $35 million advertising campaign that it says shifts the focus from fear to the investment products boomers need for a financially secure retirement. It's the first new brand campaign for the company in a decade, John Hancock said.

The campaign was created by Boston-based Hill, Holliday, Connors, Cosmopoulos. Thirty-second television spots were launched on cable television stations, including MSNBC, ESPN and Discovery, on Oct. 2. The company also will advertise during college football games on network TV. In addition, spots will be heard on satellite radio stations.