Recap
On Thursday, October 13th, FCS New York welcomed John Hancock CMO Kate Ardini to the New York Yacht Club where she was the featured guest for a fireside chat during our monthly Spotlight luncheon.
Kate graciously traveled down from Boston to share fascinating updates about her brand along with valuable insights into marketing in an B2B2C environment.
Interviewing Kate was FCS Board Director Rachel Tuffney, the President of Dianomi USA. Rachel asked Kate about several specific branding initiatives for John Hancock, including the firm’s involvement with the Boston Marathon and the new wave of advertising to promote its Vitality program, due to hit the market in January. Vitality empowers John Hancock customers to demonstrate how they’re taking care of themselves through exercise, mediation, medical appointments, etc.
Kate explained that, as an insurance provider, John Hancock focuses on “producers” (which can be firms or independent advisors) as well as end customers. Kate talked about how John Hancock markets to both audiences with shared messaging and described the whole process in “human marketing” terms. She noted the importance of understanding the difference between generational segments, including the language / terminology preferred by each age group, which is crucial to effective communications. Click on the RECORDING button to watch a brief video clip of Kate’s remarks.
Kate also shared a video that spoke to some of the impact of its earned, owned and paid strategies.
We would like to express our thanks to Kate for participating in our luncheon and sharing the compelling stories behind John Hancock’s current marketing strategy. Special thanks also to Dianomi, our exclusive programming partner for this event, and to Packed with Purpose, which provided snack gifts for all guests and the gift box raffle, which was won by Dominic Cerritelli of Kiplinger.
See event photos below: FCS Member Andrea Condon posing with Kate Ardini and Rachel Tuffney; Rachel and Kate in conversation.
FCS New York welcomes Kate Ardini, Chief Marketing Officer, John Hancock as the guest speaker at our CMO Spotlight luncheon on Thursday, October 13 at the New York Yacht Club. Kate will be interviewed by FCS Board Director Rachel Tuffney, President, Dianomi USA.
During the interview, Kate will “tease” a new John Hancock advertising campaign set to break in 2023.
- John Hancock is a unit of Manulife Financial Corporation, a leading international financial services provider of financial advice, insurance, and wealth and asset management solutions.
- One of the largest life insurers in the United States, John Hancock supports more than ten million Americans with a broad range of financial products, including life insurance and annuities.
- John Hancock also supports US investors by bringing leading investment capabilities and retirement planning and administration expertise to individuals and institutions.
In gratitude to Kate, the FCS will make a $1,000 donation to the children’s charity of her choice: Boys & Girls Clubs of Boston.
Join us at noon for networking, followed by a plated luncheon, our program and Q&A.
Our sponsor Packed with Purpose will hold a free raffle of a gift basket for all attendees.
Additional sponsorships available. Contact FCS CEO Kevin Windorf.
