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John Hancock Promotes Asset Management Strengths In New TV, Print And Online Advertising Campaign

BOSTON, Feb. 13, 2013 /PRNewswire/ --  John Hancock has launched a new advertising campaign that primarily focuses, for the first time, on its strength as an asset management brand. The new campaign, an extension of last year's "You Are Not alone" series, will appear in television ads beginning the week of February 18, running on CNBC and during high-profile sporting events.  Print ads began appearing last month in publications including Barron's, the Wall Street Journal and Investment News, while online ads appear on,, and

"What's new about this campaign is that we are focused on telling our story as an asset management brand, while extending our advertising legacy of empathy with consumers through a different creative execution," said James Bacharach, Vice President of Brand Strategy and Communications.

Employing a 'best of breed,' 'manager of managers' model with an asset allocation mindset, John Hancock offers a diverse range of wealth management and insurance products, including 401(k) retirement plans, mutual funds, college savings plans and variable insurance products. In managing the underlying investments for these products, John Hancock partners with its affiliated asset manager, John Hancock Asset Management, and independent investment management firms from around the world, chosen through a rigorous manager selection process and with ongoing oversight and evaluation.

John Hancock is a leader in offering multi-managed and multi-asset class Lifestyle (target risk) and Target Date strategies through retail mutual funds, variable insurance products and retirement plans, with $80 billion under management through December 31, 2012.  Recent mutual fund launches have focused on alternative investments, including the multi-managed John Hancock Alternative Asset Allocation Fund (Class A ticker: JAAAX) and the John Hancock Global Absolute Return Strategies Fund (Class A: JHAAX), and the firm has included alternative strategies as components of its Lifestyle funds since their inception in 1998. Among its extensive product line-up, John Hancock Funds, LLC, member FINRA, offered 23 Four- or Five-Star Morningstar¹-rated equity and fixed income funds as of January 31, 2012.

The television ads reflect a new level of optimism among investors and their financial advisors, a distinct change from a year ago, an insight gained through research John Hancock conducted with advisors. One spot focuses on investors who have been on the sidelines for the past few years, wondering if it is time to get back into the markets and investing. The other features investors who are in the market, but who are wondering if there is a better way to allocate the assets in their portfolios.  Both TV spots convey the message that John Hancock has a different approach to investing; the spots close by directing viewers to consult their financial advisors.  

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