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Marketing Featured East Asia

Manulife appoints Patrick Graham as CEO for Hong Kong, Macau

Hong Kong – Global insurance company Manulife has appointed Patrick Graham as its new chief executive officer for Hong Kong and Macau. In his new role, Graham will become a member of Manulife’s Asia Division Executive Committee and Global Leadership Team, and will report directly to Damien Green, president and CEO of Manulife Asia.

Graham will assume his new role on January 1, 2023, subject to regulatory approval. An insurance leader with a track record of delivering results at scale, both regionally and in multiple geographies across Asia, he will bring to Manulife Hong Kong and Macau more than 25 years of leadership experience in the insurance and financial services industry.

He joins Manulife from healthcare and insurance company Cigna, where he covered eight markets including Hong Kong, Indonesia, Korea and Singapore in various senior leadership positions over the last decade with his most recent role as CEO, Asia Pacific. 

Prior to joining Cigna, Graham spent 14 years at GE Capital, which was then the financial services arm of General Electric. For the past three years, he has also been director and treasurer of the US ASEAN Business Council.

Speaking on the appointment role, Green said, “As the longest continuously operating life insurer in the city, Hong Kong has always been Manulife’s most important market in Asia with huge contributions to the Group over the past 125 years. The appointment of Graham really highlights our commitment to Hong Kong and our ambitions in this region.” 

He added, “With his outstanding leadership calibre and track record of delivering excellent results, Graham will lead our Manulife Hong Kong and Macau team to take our business to new heights and serve the health, protection, retirement and financial needs of the one in every three Hongkongers who are our customers. I am excited that he is joining our winning team.”

Following the new appointment, Pankaj Banerjee, who since late May has held dual roles as interim CEO for Manulife International Limited and chief distribution officer for Manulife Asia, will revert full time as chief distribution officer at Manulife Asia in January 2023.

“Thanks to Pankaj’s stewardship of Manulife Hong Kong and Macau’s business which demonstrated further resilience in the past few months. His contribution to growing our business from strength to strength is immense. I look forward to having him back to his regional role to drive the expansion of our multi distribution channels across Asia,” Green commented.

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Marketing Featured East Asia

Manulife elevates HyounJoo Choe as new chief customer officer for Hong Kong, Macau

Hong Kong – Insurance company Manulife in Hong Kong has elevated HyounJoo Choe, former regional head of customer experience and design at Manulife Asia, to be its new chief customer officer for Hong Kong and Macau. 

As a member of the senior management team, Choe will now be leading all customer experience and strategic marketing functions including marketing, customer relationship management, advanced analytics, insights, and corporate communications. She will also play a pivotal role in driving Manulife Hong Kong’s branding and corporate social responsibility efforts.

In her previous role at Manulife Asia, Choe oversaw the CX transformation agenda, driving strong customer engagement and delivering strong results in the relationship and transactional CX scores. She also succeeded in leveraging human-centred design principles to drive CX excellence across various digital platforms.

Choe has more than 25 years of professional experience in the financial industry. Prior to joining Manulife, she was the head of digital at MetLife Korea, where she was instrumental in driving digital transformation and developing enterprise digital strategies. Before that, she also held various leadership roles at AIA Korea, including as head of strategy, head of direct marketing, and head of operations and technology. 

Pankaj Banerjee, the interim CEO for Manulife Hong Kong and Macau, commented that they are thrilled with the appointment of Choe as their chief customer officer, as she has played a leading role in driving forward their customer experience agenda in Asia since joining Manulife in 2021. 

“An outstanding and highly experienced leader in the industry, HyounJoo brings a wealth of knowledge and expertise to our franchise expansion in Hong Kong and Macau. Her proven track record and leadership credentials will add tremendous value to our winning team as we continue our journey to help make customers’ lives better and decisions easier,” said Banerjee.

Manulife Hong Kong said that the appointment of Choe highlights its ongoing commitment to promoting talent who can leverage customer-centric and market-leading strategies to benefit the people of Hong Kong and Macau.

Just recently, Manulife Hong Kong launched a multichannel marketing campaign to highlight how to increase the chances of survival against critical illness. This aims to promote Manulife’s two new critical illness plans, namely ManuPrimo Care and ManuPrimo Care.

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Marketing Featured East Asia

Manulife Hong Kong launches new multichannel campaign, highlights benefits of early preparation for health

Hong Kong – Insurance company Manulife in Hong Kong has launched a multichannel marketing campaign to highlight how to increase the chances of survival against critical illness. This aims to promote Manulife’s two new critical illness plans, namely ManuPrimo Care and ManuPrimo Care.

Following on from the success of the ManuBright Care 2’s ‘Increase odds of survival against critical illness’ campaign in 2020, the latest ManuPrimo Care campaign takes a more positive view of a serious topic by emphasising how people have a better chance of survival with early preparation.

Developed with Manulife’s creative partner dentsu, the campaign kicked off on 1 August 2022 with a product launch event and the premiere of an action-packed commercial featuring well-known Hong Kong actors Gordon Lam and Louise Wong as product ambassadors. The commercial features a couple – Lam and Wong – who are special agents discussing the importance of upgrading their critical illness plans over dinner. It creatively promotes the health benefits and financial support of the plans to a wide target audience in Hong Kong.

Manulife’s large-scale campaign is featured in prime locations at Hong Kong and Causeway Bay MTR stations and outdoors on the Island Beverly shopping mall in Causeway Bay. Buses across the city, as well as bus shelters, have also been emblazoned with advertisements about the campaign. The campaign also includes an upcoming digital aspect to trigger social conversations and awareness among people in Hong Kong on the topic of how to better prepare for critical illness.

Moreover, the digital marketing campaign features a 90-second social video on YouTube and a 30-second video on the ViuTV app running in conjunction with the commercial. There is also a 35-second TVC on ViuTV and OpenTV to explain how the plans support customers on their recovery journey from diagnosis to treatment.

Kenneth Luk, Manulife’s head of marketing for Hong Kong and Macau, noted that the comprehensive campaign educates people about how the plans have been designed to give customers well-rounded protection with continuous care benefits and flexible cancer payout options. 

“And by collaborating with local celebrities Gordon Lam and Louise Wong, the campaign will reach a wider audience motivating more people to obtain critical illness coverage earlier,” said Luk.

Meanwhile, Jeffry Gamble, dentsu International’s chief creative officer for Hong Kong, shared that the campaign takes a light-hearted and entertaining approach to talk about a serious and heavy topic. 

“We worked closely with Manulife, Lam and Wong to create a creative campaign that resonates with people in Hong Kong while at the same time delivering the key messages on critical illness. The end result is an insurance ad campaign that for the first time in Hong Kong adopts a cinematic approach,” said Gamble.

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Marketing Featured APAC

Manulife shuffles executive leadership team, names Damien Green as CEO of Manulife Asia

Toronto, Canada – Leading international financial services provider, Manulife, has announced the appointment of Damien Green, CEO of Manulife Hongkong, as the new CEO of Manulife Asia. Green will be reporting directly to Roy Gori, president and CEO of Manulife. His promotion coincides with other appointments in the executive leadership team for the company. The update aims to demonstrate the depth of the company’s leadership.

Green has extensive understanding and experience in the insurance industry. Green was the CEO of Manulife’s Hong Kong business, leading its operations for two years and five months. Upon joining the company in 2018, he held the position of chief strategy and transformation officer for Asia.

Prior to joining Manulife, he has held leadership roles in other companies across Asia namely as president and CEO of MetLife Korea. He has also served as the CEO of group corporate solutions at AIA and as a GM for business development at AustralianSuper.

On Green’s appointment, Gori said, “Today’s announcement underscores the depth of our leadership bench with the appointment of Damien.”

“These outstanding leaders bring strong track records for delivering results and have a shared passion for building winning teams. I look forward to working with them as we continue to drive growth across our franchise and advance our digital, customer leadership efforts,” Gori said.

In light of Green’s appointment as CEO, he will be replacing Anil Wadhwani who has left the company. Meanwhile, Pankaj Banerjee, chief distribution officer for Manulife Asia, will also serve as interim CEO of Manulife Hong Kong, pending completion of the appointment process for Green’s successor.

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Marketing Featured East Asia

Manulife’s light-hearted digital series aims to promote better health choices

Hong Kong – In a bid to encourage Hongkongers to shift focus on planning more purposeful long-term financial and health investments, insurance company Manulife has launched a light-hearted digital series resonating different health struggles of Hong Kongers and highlight how Manulife can help devise customers’ own versions of a better health protection plan during these critical times. 

Conceptualised alongside creative agency dentsumcgarrybowen, the series is titled ‘Stressing on a Bright Day’, which is a play on an existing podcast series by Jan Lamb, and also part of the campaign. The campaign is also flanked with child star Mui G, where she listens to Lamb’s dial-in when facing various life struggles. 

The campaign, which promotes Manulife’s Voluntary Health Insurance Scheme, is highly provocative to reflect Hong Kongers’ recent struggles, dramatised by Lamb’s persuasive performance pairing with Mui G’s innocent acting. Manulife’s perspective on VHIS is also to help make choices as simple and easily understood for its audience that even a little girl can help explain.

Speaking about the campaign creation process, Jeffry Gamble, chief creative officer at dentsu international Hong Kong, said, “Continuing Manulife’s positive marketing approach, these are snappy and fun stories. We want our audiences to take away simple ideas and not to feel overwhelmed during these already very gloomy times. And it’s living entirely on digital, so it should feel like watching a relaxing Youtube video but also inspiring.”

Meanwhile, Isabella Lau, chief customer officer at Manulife Hong Kong, commented, “We all heard of the usage and benefits of VHIS but often in a broad sense. Therefore, given the right timing and circumstances, we decided to reintroduce this topic to our customers so they can digest the scheme in a more relevant way, and through Manulife’s support to make easier decisions and unlock its greatest benefits.”

The series is both available on English and Traditional Chinese.

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Marketing Featured Global

Manulife appoints dentsu as global brand, creative partner

Toronto, Canada – Global insurance company Manulife has appointed global media and digital marketing communications network dentsu to be the company’s global brand and creative partner to amplify and evolve its brand across global markets.

This follows after Manulife had announced the next phase of their corporate strategy, with an emphasis on their Asia and global wealth and asset Management businesses, as well as putting digital transformation in their business journey to become a digital, customer-centric global company in the industry.

In addition, the partnership marks the first time that Manulife has selected a single global agency. The partnership will leverage the strength of dentsu’s innovative and creative capabilities. 

For Karen Leggett, global chief marketing officer at Manulife, by selecting dentsu as their global brand and creative partner means helping them build on their success in all the segments and markets where they operate. She also added that dentsu is an organization that not only shares their global footprint, but also their passion for customer obsession and values.

“We’ve made significant strides in our transformation journey by bringing together our global brand, launching our sustainability strategy and building on the next evolution of our brand promise, ‘Decisions Made Easier. Lives Made Better’,” Leggett said.

She added, “Manulife’s transformation is rooted in listening to our customers and creating experiences that exceed their expectations. Selecting dentsu as our partner on this journey will continue to integrate our global brand strategy while tailoring our approach to the unique markets in which we operate.”

Meanwhile, Jeff Greenspoon, president of global solutions at dentsu international, commented that they are proud to expand their more than 7-year relationship with Manulife to help elevate the brand globally. He added that they are inspired by Manulife’s mission to make decisions easier and lives better, and they too believe in putting people at the center of everything they do.

“With Manulife we share a spirit of collaboration and innovation to drive thinking that is ‘Ideas Led, Data Driven and Technology Enabled’. Our integrated team is excited to unlock unique opportunities, sustainable value and lasting change for Manulife and the communities it serves. We are excited for our integrated team to partner with the Manulife team to achieve meaningful progress as a force for both growth and good,” said Greenspoon.

Dentsu International has also recently retained the global media remit of financial services Standard Chartered.

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Marketing Featured Southeast Asia

Manulife SG gives back to local healthcare workers through ‘Sky Nets’ treat

Singapore – As a way to show its appreciation for healthcare workers’ efforts during the country’s battle against the pandemic, Manulife will be giving away up to four complimentary admission passes to workers to the Manulife Sky Nets – Walking at Jewel Changi Airport. 

The recent campaign is in line with the company’s “Life Goes On, Let’s Move Responsibly”, which focuses on encouraging Singaporeans in embracing life in the new normal.

For Darren Thompson, chief customer officer at Manulife Singapore, the campaign launch is a way of bringing the focus point of gratitude to healthcare workers.

“2020 has been a whirlwind of a year for everyone, but no community has fought and endured the eye of the storm quite as much as healthcare workers. In the thick of the pandemic, these dedicated and resilient individuals not only performed their duties diligently, but also risked their lives to protect public health,” Thompson said.

He also added, “At Manulife, people are at the heart of what we do and we pride ourselves on walking with our customers and ensuring that their needs are upheld in every season. We want to thank these everyday heroes for their spirit of sacrifice, and are humbled to extend to them a window to unwind. We hope that this simple act will be an opportunity for our frontline fighters to take time to put them and their families first, even for just a few moments.”

To redeem their admission tickets, healthcare workers simply need to flash their own vocational passes at the Concierge Counter located at level 5 of Jewel for their admission tickets

The campaign is effective from November 25, 2020 to December 25, 2020, and in support of SG Cares Giving Week 2020.