The brand, which offers life insurance, equity release and funeral plans, previously worked with All Response Media on the business.
SunLife spends over £30m on advertising and marketing a year, according to Nielsen, with the vast majority, £13.7m, going on responsive TV, followed by direct mail on £7.7m, press £5.4m and door-drops £3m.
It has briefed Medialab to create a data and insight planning partnership across offline and digital marketing investment, as well as campaign attribution.
The brand’s most recent campaign launched in August and features Carol Vorderman promoting the firm’s equity release product. It is part of a multi-million-pound push written by SunLife marketing director Ian Atkinson and filmed and produced by Happy Hour.
SunLife head of distribution Ian Cooper said: “We’ve been impressed by Medialab’s data capability coupled with a hugely talented and passionate team and look forward to working together to achieve SunLife’s ambitious goals.”
Medialab founder and CEO Marcus Orme added: “It is an honour to be selected by SunLife as their partner for growth at such an important moment for their business. Our organisations are aligned in the ambition of creating insight from data to gain and grow valuable customers for Sunlife and we are excited about the collaborative journey that lies ahead.”
The appointment is the fourth major new client win for Medialab this year, including Battersea Dogs & Cats Home and Guide Dogs.
SunLife’s equity release: Would you trust ‘our Carol’?
Battersea pools offline media business into Medialab
Medialab hires Suzy Jordan as first director of strategy
Medialab walks off with Guide Dogs media business
Medialab hires Kirsty Spickett as first commercial chief
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