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John Hancock Funds Creative Services team has been the
winner of the Stevie Award for Best Creative Team two years in
a row, in the 2007 and 2008 American Business Awards. Here we
look more closely at what sets them apart from the
competition.
 The John Hancock Funds Creative
Services team helped make 2007 the greatest sales year in the
company’s history by absorbing the company’s vision and coming
up with the most effective solutions to market its suite of
products, according to Dan Rollins, assistant vice president.
Says Rollins, who leads Creative Services team: “What sets
our team apart from the competition is an unparalleled
enthusiasm and passion for excellence in every part of the
business. The team keeps on proving how an internal creative
group can play a major role in a company’s success.” Made up
of forward-thinking, creative individuals, Rollins’ team
continues to perform at an exceptionally high level in all the
creative divisions, including Financial Publishing, Print
Procurement, Literature Fulfillment, and the Document Center.
Here is an overview of some of the tasks completed by Dan
Rollins’ team during 2006-7:
Re-branding
In 2006, John Hancock
undertook a major re-branding initiative and reengineered the
entire marketing collateral system. The creative team
collaborated with various business units to establish design
guidelines that would enable the entire company to leverage
the revitalized brand. With a clear understanding of the John
Hancock Funds brand attributes, the creative team crafted a
design strategy that positioned the company as a top mutual
fund player. The result: John Hancock Funds was awarded
Best-In-Class in seven categories by the Mutual Fund Education Alliance’s Star
Awards.
In addition to the collateral material redesign, the
creative team launched an International Funds campaign, a
website campaign, and a successful value-added program; and it
created print and multimedia for a 37-city Road Show. The team
also launched a successful literature-ordering web site,
managed a profitable document center, and supported new
products in the Financial Publishing department.
To reinforce John Hancock Funds’ strong brand, Creative
Services developed a successful graphic system to streamline
collateral for the company’s mutual fund launch. The benefits
were two-fold: A consistently recognizable brand, and an
efficient production cycle.
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What book are you currently
reading?
, and I’m half way through 
by Richard Boyatzis and Annie McKee.
by Patricia Brady and then took my family to
Mt. Vernon when we were visiting Washington, DC in
May. I was impressed by what a strong figure she
was and how involved she was with the politics of the era.
