Heat Won John Hancock/Manulife - Now What?

July 17, 2017 Ophelie Zalcmanis-Lai

Just this past week, Deloitte’s Heat won the global creative account for John Hancock and Manulife.

If your eyebrows raised and you got excited about this news, your reaction is totally valid because this is a big move for the marketing industry.

It was just last February that Deloitte announced it had acquired the award-winning advertising agency as a way to further expand the way Deloitte Digital could provide full-service solutions to its clients.

And now it’s not such a weird option for a big consultancy to swoop in and add value where some agencies can’t.

Rather, it shows how this industry is evolving and the people who can ride the waves.

This is what captured our minutes this week.

Here’s why:

1. The environment is ripe for a move like this.



These words rest on Deloitte’s satellite site for Heat. See, we’re currently watching a marketing and advertising environment where clients are looking for an alternative. Generally speaking, they’re not very happy with the ‘typical’ agency model anymore.

After all, no one wants to be typical. That means that it’s all expected, it’s safe, it’s familiar. Certainly, audiences are over being fed that kind of information.

Exhibit A: Lululemon picked Vice’s agency for its first global ad campaign.

And now we have John Hancock/Manulife picking Heat and Deloitte.

Clients want a different kind of value; they want an agency to explain what specific niche the agency is the master of and will thus help that client get a leg up.  

Hence these kinds of partnerships where consultancies and media properties are starting to blur the lines in order to offer their unique talents.

2. Deloitte really understands the broader difference between its clients and the markets they operate in.



These words are also on the same site as above.

And truthfully, this statement has some truth.

Deloitte has the capabilities to do some amazing deep dives into clients and their markets. It then compiles the information, data and relevant context to help its clients make smart business decisions.

Heat even has experience with this, having gotten customer feedback on the creative they were developing for this pitch. Furthermore, Heat has several awards under its belt (many of them Cannes Lions!) which is a big indicator of the strength of its creative work.

Now combine these two abilities. The result is a force to be reckoned with.

Now, these clients can get creative work that’s totally backed with results-driven business strategy. It really is the best of both worlds.

3. This is indicative of how Deloitte can scale its digital model really, really quickly.

Remember those deep dives? We weren’t kidding when we said deep. That’s a lot of info to be able to condense quickly and accurately.

Yet, if Heat won John Hancock/Manulife, clearly Deloitte has no scalability problems. It’s clear that it was able to manage a huge breadth of knowledge and condense it into only what was applicable.

This is a skill that will again, help Heat and Deloitte be that much more relevant to potential clients. Already having a nuanced understanding of the field they’re about to enter means that the work will be sharp, relevant and timely.

Heat and Deloitte can essentially get rid of the waiting game associated with market research while also sharing proven insights.

All together, these three points spell lots of future opportunities for Deloitte. Congratulations to it and Heat!

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?


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