SUN LIFE SHINNING ON GREY CANADA
By Adnews Staff
Toronto-based Sun Life Assurance Company of Canada (Sun Life Financial) has brought a little sunshine to Grey Canada after awarding the Toronto-based agency its global advertising business. Grey was won the account following a competition with two additional unnamed agencies. The appointment of Grey Canada mark's Sun Life's first worldwide agency-of-record in its 130-year history. Grey will be responsible for strategic and creative brand building support on a global basis. Sun Life has operations in the United Kingdom, the United States and Canada as well as its Asian operations in Manila, Mumbai, Hong Kong and Beijing. Sun Life has been working with Toronto-based Ove Design and Communications after announcing its intention to re-brand the company. Ove was responsible for designing the brand and creating Sun Life's new look and Grey Canada will be responsible for implementing the re-branding worldwide. Sun Life is planing an initial public offering in the Spring in London, New York, Toronto and Manila. The branding initiative is one of several programs designed to prepare the company for its IPO. GCI Group of Toronto working with its London, New York, Manila and Hong Kong offices will handle public relations activities.