2005 News Releases

• Focuses On Investment Expertise
• First Campaign Since Merger with Manulife Financial

Boston– In a dramatic departure from its previous commercials, John Hancock Financial Services, Inc. has unveiled a new multi-million dollar advertising campaign to reposition the company and extend its already strong brand in the investment marketplace. The new campaign is the company’s first since its merger with Manulife Financial in early 2004. The advertisements, created by Boston-based Hill, Holliday, Connors, Cosmopulos, Inc. include 30- and 60-second television spots and print ads.

According to Donna Driscoll, SVP, John Hancock Brand Management and Corporate Communications, the new campaign has two distinct targets: one, the sales intermediaries who sell John Hancock products; and two, consumers looking to have their financial needs met.

“For intermediaries, the key message is ‘John Hancock now provides more innovative investment solutions,’” said Driscoll. “For consumers, it’s, ‘John Hancock can help me on many aspects of my financial needs, from protecting my family and assets today to managing my financial future tomorrow.’”

The television ads broke during the Major League Baseball Championship Series, and ran during the World Series. The spots are also scheduled to run on highly rated ESPN programming including SportsCenter, College Football, NFL Countdown and College Football Game Day.

“The spots have a contemporary new approach and highlight the increased breadth of the company’s product line,” said Driscoll. “A key objective is to demonstrate a revitalized focus in the investments arena through our enhanced mutual funds strategy. In addition, the spot has a new upbeat tone with renewed energy and momentum.”

The new print ads will run in trade publications that reach the financial intermediaries who sell John Hancock products, including independent financial planners and investment advisors; insurance agents and brokers; pension managers, plan sponsors and consultants; and bank managers and bank representatives.

“Many of these people already know of John Hancock and many may have sold some of our products, but just as many are also unaware of the breadth of our product offerings. They may think of us for only one,” said Driscoll. “We’re looking to expand their knowledge, so that they automatically begin thinking ‘John Hancock’ whenever their clients come to them for help with a financial need.”

The print ads will be seen in trade publications including Advisor Today, Bank Investment Consultant, Employee Benefit News, Financial Planning, Investment Advisor, Investment News, Journal of Financial Planning, Life Insurance Selling, National Underwriter, On Wall Street, Pensions & Investments, Plan Sponsor, Registered Rep and Research.

Driscoll notes the ads also highlight the strength and depth of John Hancock, now part of the second largest life insurer in North America and the fifth largest in the world.

“At a time when more and more people are becoming aware of their financial needs and the importance of a strong and steady ally in meeting those needs, John Hancock has a great story to tell,” she concludes.

About Manulife Financial and John Hancock
John Hancock is a unit of Manulife Financial Corporation, a leading Canadian-based financial services group serving millions of customers in 19 countries and territories worldwide. Operating as Manulife Financial in Canada and Asia, and primarily through John Hancock in the United States, the Company offers clients a diverse range of financial protection products and wealth management services through its extensive network of employees, agents and distribution partners. Funds under management by Manulife Financial and its subsidiaries were Cdn$364 billion (US$297 billion) as at June 30, 2005

Manulife Financial Corporation trades as ‘MFC’ on the TSX, NYSE and PSE, and under ‘0945’ on the SEHK. Manulife Financial can be found on the Internet at www.manulife.com.

The John Hancock unit, through its insurance companies, comprises one of the largest life insurers in the United States. John Hancock offers a broad range of financial products and services, including whole life, term life, variable life, and universal life insurance, as well as college savings products, fixed and variable annuities, long-term care insurance, mutual funds and various forms of business insurance.

Insurance products are issued by the following John Hancock insurance companies: John Hancock Life Insurance Company, John Hancock Variable Life Insurance Company*, John Hancock Life Insurance Company (U.S.A.)* and John Hancock Life Insurance Company of New York.

*Not licensed in New York

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Melissa Berczuk
(617) 572-6390