Canadian Home Income Plan hires McDonnell Haynes
By Adnews Staff
The Canadian Home Income Plan Corporation has retained McDonnell Haynes Integrated Communications Partners of Toronto as its communications agency of record. The company is a home-equity lender that offers seniors loans on the basis of the value of their houses. "McDonnell Haynes has the right combination of strategic vision and creative strength to position our brand for continued growth," said Greg Bandler, senior vice-president of sales and marketing at the company. "The market is ripe for our unique financial solution and it's essential we maximize this opportunity with a message that resonates with seniors and educates them about the many benefits of CHIP." The agency's assignment includes brand positioning, advertising, direct marketing, web design and business-to-business communications. According to the firm, the key objective of the marketing plan will be to address misunderstandings about this type of financial product.