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Manulife Financial retains DentsuBos, Mindshare

Manulife Financial has retained DentsuBos and Mindshare Canada as its creative agency and media agency of record in Canada. The company has recently been using DDB Canada and Northern Lights Direct for its advertising. According to Northern Lights, it will continue to handle Manulife's direct response advertising.

"Manulife is focused on increasing efficiencies and effectiveness across all our Canadian businesses" said Jeronimo De Miguel, branding vice-president at Manulife Financial. "From a brand perspective, this means we not only need to streamline our processes and leverage our strength, but also take our brand to the next level creatively. We think this new partnership will help accomplish that."

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