MUTUAL LIFE RE-NAMING COMPANY
By Adnews Staff
Mutual Life of Canada of Waterloo, Ontario has announced the new name and brand it will propose to policyholders to vote on. The change is a result of the company's plan to become a publicly-held company. "We are about to grow out of the Mutual name--as a public company we will be required to have another name--but it won't be just any name," Mutual's president and CEO, Robert Astley says in a release. "We based the new name and brand position on research about what consumers expect and need from us. The answer was this: through face-to-face discussion, we clear away the confusion, anxiety and clutter of the financial services marketplace. We call it "clarity through dialogue." The new name of the company, if it is approved by a policyholders vote scheduled for June 1999, will be Clarica Life Insurance Company. Mutual worked with Landor Associates, a brand and strategic design consultancy, in researching and developing the Clarica brand and name. To promote the proposed new name, advertisements will run in daily newspapers across the country on March 13 and March 20. Advertising for Mutual Life is handled by three different agencies. Creating English Canada advertisements is Ammirati Puris/Lintas of Toronto. French language advertising is done by Group BCP of Montreal and advertising for the Asian Canadian audience is done by Koo Creative Group of Vancouver.