October 05, 2012

Sun Life Financial Names Award-Winning B-to-B Agency to Launch High-Profile Group Benefits Marketing Campaign

Doremus to highlight carrier’s group benefits solutions to brokers, HR executives, and businesses

WELLESLEY, Mass. (October 05, 2012) The U.S. business group of Sun Life Financial Inc. (NYSE:SLF, TSX:SLF) today announced the selection of Doremus, an award-winning B-to-B communications agency, as a marketing partner to expand the carrier’s leading position in traditional group benefits while supporting Sun Life’s goal of becoming a top-five U.S. voluntary benefits provider.

“After an extensive agency search, we concluded that Doremus has both the business savvy and creative smarts to raise significant awareness among our target markets,” said Roberta Ruel, Assistant Vice President of Brand Marketing at Sun Life Financial. “We’ve set aggressive growth goals because the opportunity to establish the most customer-centric, efficient, and competitive benefits solution merits the attention of every broker, HR executive, and business owner in America. That’s why we’ve engaged an agency of this caliber to tell our story.”

The campaign will include:

  • Print and digital advertising
  • Strategic research
  • Direct marketing
  • Partnerships to leverage thought leadership assets
  • An internal campaign to support sustained innovation

“Doremus’ considerable B-to-B experience will allow Sun Life to convey solutions that help brokers, HR professionals, and business owners remain competitive in the emerging group benefits environment,” said Wes Thompson, President of Sun Life Financial U.S. “That requires understanding trends in customer behavior and product innovations—from evolving employee perceptions to advancements in online enrollment platforms. Doremus will help showcase how our traditional and voluntary offerings provide the depth, breadth, and versatility to meet the evolving needs of the group benefits marketplace.”

Based in New York, Doremus was recently named BtoB magazine’s 2012 Top Mid-Size Agency of the Year.

Allison Womack, Managing Director of Doremus New York, said, “We developed a high impact campaign for the pitch that will tell Sun Life’s story in a unique and effective way. We’re thrilled that they agreed it’s the right way to go. We can’t wait to launch the campaign.”


About Sun Life Financial
Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, and Bermuda. In the United States and elsewhere, insurance products are offered by members of the Sun Life Financial group that are insurance companies. Sun Life Financial Inc., the holding company for the Sun Life Financial group of companies, is a public company. It is not an insurance company and does not offer insurance products for sale in the United States or elsewhere, and does not guarantee the obligations of its insurance company subsidiaries. In the United States, Sun Life Financial provides a range of products and services to employers and their employees, including group and voluntary life, disability, dental, and stop-loss insurance products. These products are issued by Sun Life Assurance Company of Canada in all states except New York. In New York, these products are issued by Sun Life Insurance and Annuity Company of New York. Product offerings may not be available in all states and may vary depending on state laws and regulations. Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under the ticker symbol SLF. For more information, please visit

About Doremus

Doremus ( is a specialist in a world of generalists. With offices in every major business center—New York, San Francisco, London, Frankfurt, Hong Kong, and Beijing—it specializes in business communications, helping companies align their communications with their business objectives. It does this by leveraging a unique understanding of the complexity of their industries and audiences, and translating that into compelling business-building solutions. BtoB magazine, the leading publication in business communications, recognized Doremus with its prestigious “Top Midsize Agency” title for 2012 and 2010. Doremus is a part of Diversified Agency Services, a division of Omnicom Group Inc. (NYSE:OMC) (


Media contact:
Tim Stone
Sun Life Financial
T: 781-366-5376

Marianne Flatley
T: 212-366-3682

SLPC 24514  9/12 (exp. 9/17)