John Hancock Promotes Asset Management Strengths in New TV, Print and Online Advertising Campaign

- Primary focus on strong asset management brand and multi-manager model

- TV spots suggest new level of optimism among investors and financial advisors

Feb 13, 2013, 10:00 ET from John Hancock Financial

BOSTON, Feb. 13, 2013 /PRNewswire/ -- John Hancock has launched a new advertising campaign that primarily focuses, for the first time, on its strength as an asset management brand. The new campaign, an extension of last year's "You Are Not alone" series, will appear in television ads beginning the week of February 18, running on CNBC and during high-profile sporting events.  Print ads began appearing last month in publications including Barron's, the Wall Street Journal and Investment News, while online ads appear on,, and

"What's new about this campaign is that we are focused on telling our story as an asset management brand, while extending our advertising legacy of empathy with consumers through a different creative execution," said James Bacharach, Vice President of Brand Strategy and Communications.

Employing a 'best of breed,' 'manager of managers' model with an asset allocation mindset, John Hancock offers a diverse range of wealth management and insurance products, including 401(k) retirement plans, mutual funds, college savings plans and variable insurance products. In managing the underlying investments for these products, John Hancock partners with its affiliated asset manager, John Hancock Asset Management, and independent investment management firms from around the world, chosen through a rigorous manager selection process and with ongoing oversight and evaluation.

John Hancock is a leader in offering multi-managed and multi-asset class Lifestyle (target risk) and Target Date strategies through retail mutual funds, variable insurance products and retirement plans, with $80 billion under management through December 31, 2012.  Recent mutual fund launches have focused on alternative investments, including the multi-managed John Hancock Alternative Asset Allocation Fund (Class A ticker: JAAAX) and the John Hancock Global Absolute Return Strategies Fund (Class A: JHAAX), and the firm has included alternative strategies as components of its Lifestyle funds since their inception in 1998. Among its extensive product line-up, John Hancock Funds, LLC, member FINRA, offered 23 Four- or Five-Star Morningstar¹-rated equity and fixed income funds as of January 31, 2012.

The television ads reflect a new level of optimism among investors and their financial advisors, a distinct change from a year ago, an insight gained through research John Hancock conducted with advisors. One spot focuses on investors who have been on the sidelines for the past few years, wondering if it is time to get back into the markets and investing. The other features investors who are in the market, but who are wondering if there is a better way to allocate the assets in their portfolios.  Both TV spots convey the message that John Hancock has a different approach to investing; the spots close by directing viewers to consult their financial advisors.  

While the print ads also convey the same message that "There's a different approach to investing at John Hancock," they explain the approach in more detail, describing, for example, the way John Hancock has diversified the Lifestyle portfolios by adding alternative assets. Another ad highlights the access to 12 proven asset managers and 14 different key asset classes in the John Hancock Alternative Asset Allocation Fund.

John Hancock has targeted media that focuses on both investors and financial professionals.  Print ads are appearing in the Wall Street Journal every other Friday, on the front page of the Money & Investing section, in Barron's every other Saturday, and in Investment News every other Tuesday.

The TV schedule will run in two flights. In the spring, spots will air through June and will include March Madness NCAA basketball, PGA golf and the NHL playoffs, as well as on CNBC. In the fall, spots will run through November during NCAA football games and Thursday night NFL football, and again on CNBC.

Boston-based advertising agency Hill Holliday created the campaign for John Hancock, and handled TV and print media placement.  AMP Agency in Boston handled digital media.

About John Hancock Financial and Manulife Financial

John Hancock Financial is a division of Manulife Financial, a leading Canada-based financial services group with principal operations in Asia, Canada and the United States. Operating as Manulife Financial in Canada and Asia, and primarily as John Hancock in the United States, the Company offers clients a diverse range of financial protection products and wealth management services through its extensive network of employees, agents and distribution partners. Funds under management by Manulife Financial and its subsidiaries were C$532 billion (US$535 billion) as at December 31, 2012. Manulife Financial Corporation trades as 'MFC' on the TSX, NYSE and PSE, and under '945' on the SEHK. Manulife Financial can be found on the Internet at

The John Hancock unit, through its insurance companies, comprises one of the largest life insurers in the United States. John Hancock offers a broad range of financial products and services, including life insurance, annuities, fixed products, mutual funds, 401(k) plans, long-term care insurance, college savings, and other forms of business insurance. Additional information about John Hancock may be found at

A fund's investment objectives, risks, charges and expenses should be considered carefully before investing. The prospectus contains this and other important information about the Fund. To obtain a prospectus, contact your financial professional, call John Hancock Funds at 1-800-225-5291 or visit our Web site at Please read the prospectus carefully before investing or sending money.

¹ For each fund with at least a 3-year history, Morningstar calculates a Morningstar Rating based on a Morningstar Risk-Adjusted Return that accounts for variation in a fund's monthly performance (including effects of sales charges, loads and redemption fees), placing more emphasis on downward variations and rewarding consistent performance. The top 10% of funds in each category, the next 22.5%, 35%, 22.5% and bottom 10% receive 5, 4, 3, 2 or 1 star, respectively. The Overall Morningstar Rating for a fund is derived from a weighted average of the performance associated with its 3-, 5- and 10 year (if applicable) Morningstar Rating metrics. Past performance is no guarantee of future results. The overall rating includes the effects of sales charges, loads and redemption fees, while the load-waived does not. Load-waived rating for Class A shares should only be considered by investors who are not subject to a front-end sales charge.


SOURCE John Hancock Financial