John Hancock Financial Services Inc.: Insurance For The Unexpected. Investments For The Opportunities. Campaign (1996)
Chris John AmorosinoOVERVIEW
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, John Hancock Mutual Life Insurance Company changed its name to John Hancock Financial Services Inc. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
With assets of $62 billion, John Hancock Mutual Life Insurance Company ranks among the nation's 15 largest life insurance companies. But the 136-year-old...