Sun Life Assurance Co., Toronto, assigned Grey Canada as its global account. The Canadian financial services giant plans a major rebranding at home and abroad. New brand-building creative from Grey could break as early as April, when Sun Life is expected to launch an initial public offering on several international stock exchanges. Grey becomes Sun Life's first international agency of record. Sun Life, with more than $173 billion in assets under management, has operations in Canada, the U.S., the U.K. and several major Asian cities including Beijing, Bombay, Hong Kong and Manila.
Copyright January 2000, Crain Communications Inc.