John Hancock Financial Services of Boston this month launched a $25 million to $35 million advertising campaign to highlight changes to its brand and make consumers aware of its full range of investment product offerings, now extending beyond just insurance. This is the company's first new brand platform in a decade and first new advertising campaign in three years.

Hill, Holliday, Connors, Cosmopulos of Boston created 30-second television spots in which John Hancock investors tell their personal stories about how the company helped them meet their goals. The ads are running on lifestyle and news programs on a number of cable TV stations, including MSNBC, ESPN and Discover, as well as college football on network television.

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