Sun Life Financial hires Capital C as agency of record
By Adnews Staff
Sun Life Financial has retained Capital C as its advertising agency of record in Canada. The assignment includes national mass media, new media, digital and branding initiatives. Capital C won the account after an agency search involving an unknown number of contenders. Mary De Paoli, chief marketing officer at Sun Life Financial, cited the agency's "non-conventional approach to solving business problems" and its "its in-depth understanding of consumer behaviour" as factors in the decision. "Capital C impressed us with their people, their understanding of our business, and their creativity," said De Paoli. "We believe Capital C has the ability to help us deliver on our brand promise and create an experience for Canadian consumers that is memorable and useful."