John Hancock has launched an ad campaign reaching out to financial advisors, focusing on the position of trust many enjoy with their clients.

The “Trust” campaign, which includes print ads run in financial news outlets such as Barron’s, On Wall Street, and, was developed by the Boston-based advertising agency Hill Holliday.

The print ads include messages highlighting the confidence investors have in advisors and posits John Hancock’s asset management skills as a resource for leveraging this trust.

For example, one ad declares to the target audience “Maybe you should change your business card from 'advisor' to 'trusted advisor.'" Another ad states that "People don't trust the market. People don't trust the economy. People don't trust the government. But you, they trust."

"We're calling this the 'Trust' campaign because at its core it is based on our proprietary research showing that the financial advisor is one of the most trustworthy sources of information for investors," said David Longfritz, chief marketing officer for John Hancock, in a statement. "Just as investors trust their advisors, we are telling advisors they 'are not alone,' that they can trust John Hancock to be a partner with them in finding solutions for their clients' financial challenges."

The ads are guided in part by the results of survey released by John Hancock in February on investor trust.

Tommy Fernandez writes for Money Management Executive.


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