Strong customer insight: Manulife’s anchor for creating brave campaigns

Even as the COVID-19 pandemic causes massive disruption to brands, the fundamentals have not changed for Manulife, it revealed at a recent Spikes Asia X Campaign.

 In these uncertain times, situating the brand within consumer culture is becoming increasingly important for companies to stay at the forefront, according to Belynda Sim, strategy director and head of cultural strategy at TBWA Singapore.

“In light of the pandemic, culture is shifting in every direction,” Sim revealed at the recent Spikes Asia X Campaign.

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