MANULIFE CHOOSES TWO
By Adnews Staff
Toronto-based Manufacturers Life Insurance has tapped SMW Advertising of Toronto to handle its Canadian business and Korey, Kay & Partners of New York to do its U.S advertising. The two were chosen earlier this year in a competition with two other unnamed agencies. "The fit was right," communications assistant vice-president Mike Doughty told Adnews this week. "Both had a good understanding of the market, as well as good strategy and creative." Manulife will announce its budget and advertising plans at the end of March. Manufacturers finalized a merger with North American Life of Toronto in January this year. The incumbent agency on the Manufacturers Life account was Bates Canada of Toronto. North American Life used agencies on a project basis. Manulife spent $319,000 on advertising in 1994, according to A.C. Nielsen estimates.