Capital C basks in (the) Sun Life

The Toronto-based agency is chosen as Sun Life Financial's Canadian AOR.

Things have just become a bit brighter over at Toronto-based Capital C. After a comprehensive agency search, it’s become the Canadian AOR for Sun Life Financial.

The agency will handle all of the insurance company’s mass, new media, digital and branding activity for its national campaigns. ‘The entire agency contributed to winning this business,’ said Tony Chapman, CEO, Capital C, in a release. ‘We were up against some of the best in Canada and the United States, but Capital C was cautiously optimistic that the insights we uncovered, the strategy and creative we developed would carry the day.’

Mary De Paoli, senior VP and CMO at Sun Life, attributed Cap C’s unconventional approach towards finding solutions to business problems and its in-depth understanding of consumer behaviour to Sun Life’s decision to award them the account.

‘We believe Capital C has the ability to help us deliver on our brand promise and create an experience for Canadian consumers that is memorable and useful,’ said De Paoli in a release.

‘Our new business strategy is to play to our strengths,’ says Chapman. ‘We have invested aggressively in intelligence gathering, insights strategy, technology and intellectual capital. We want to get to the epicentre of brand planning and strategy.’

Proving that there is indeed never any rest for the weary, Capital C will start work on its first assignment for its newest client immediately.