Sun Life Financial announced Tuesday it is planning its first U.S. marketing and branding campaign, to better enforce its name among American consumers and financial advisers.

The campaign, which will launch in the fourth quarter with an undisclosed budget, will include broadcast, print and online advertisements as well as corporate sponsorships. The Martin Agency of Richmond, Va., the campaign’s agency of record, has created ad campaigns for other leading U.S. companies, including Walmart, Geico, Hanes and UPS.

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