SunLife Names TBWA\London as Creative Agency

TBWA\London has been appointed as the new agency for financial services provider SunLife.

The agency was chosen due its disruptive strategic approach and proven track record of building strong brand platforms for heritage British brands, helping them connect with their customers on a meaningful, emotional level.

TBWA\London will be responsible for launching a new long-term brand platform, redefining the role SunLife plays in the lives of its target audience, increasing awareness of its current product offerings and supporting its ambitious growth plans.

Sunlife offers simple, affordable financial solutions tailored to the needs of the over-50s. Its life insurance products – the Guaranteed Over 50 Plan and the Guaranteed Inheritance Plan – provide peace of mind to families across the UK, and its equity release offering enables homeowners to unlock money to make the most of retirement. With a legacy spanning over 200 years, SunLife is a leader in the over 50’s life insurance sector.

Larissa Vince, TBWA\London CEO, said, “Nearly half the population of the UK is over 50, but our industry has an unfortunate tendency to portray this multifaceted age group as a homogenous group of grey-haired, cardigan-wearing, garden centre lovers. We’re thrilled to partner with SunLife, a brand with such a rich history that is known for celebrating later life, to create something insightful and unique for such a diverse audience.”

Victoria Heath, chief marketing officer at SunLife, said, “We’re excited to work together with TBWA\London to bring a fresh perspective to our brand. Their innovative approach aligns perfectly with our vision to reinforce SunLife’s position as a leader in the over 50’s market and deepen our relationship with customers across the UK.”