Canada's Manulife Financial named Fuse Marketing Group, Toronto, to handle a direct marketing project for the U.S. market.
The agency (www.fusemg.com) beat three competitors to snag the job for Manulife's U.S. group pensions division, a key player in the small to midsize 401(k) plan market segment.
Fuse's marketing will cover a random test across Manulife's customer portfolio. The agency may win more work based on the results as Manulife tests direct marketing's potential in trying to strengthen its relationship with customers.
Founded in 1887, Manulife has a presence in 15 markets, including one in the United States since 1903. Worldwide assets managed exceed $106 billion. Its U.S. divisions are group pensions, annuities and life insurance. The group pensions unit sells Manulife retirement products through intermediaries.