Manulife: Lead Corporate Communications Agency in Myanmar

Manulife had built a strong social media presence in Myanmar but recognised that social alone could not carry its brand promise to every audience that mattered. Insurance is a trust business, and stakeholders, partners and the agents who sell the products needed to hear from the company in other ways.

For 2023 Manulife wanted to add PR engagements and campaigns to its communications mix, strengthening its brand positioning and giving it more opportunities to engage stakeholders, customers and partners consistently.

Ruder Finn Era designed a corporate communications programme built around the audiences that shape trust in an insurer. Internal communications kept employees informed and aligned; executive positioning gave Manulife's leaders a public voice on the future of protection and financial wellbeing in Myanmar.

A dedicated stakeholder engagement stream served the insurance agents and insurance specialists who represent the brand every day, including a regular newsletter and printed publications that gave the distribution network a shared story to tell.

Media relations focused on Manulife's social impact work, earning coverage that demonstrated the company's commitment to Myanmar communities rather than only its products.