Radio spots
Genworth
Genworth Financial Canada faced an interesting challenge. As the second entrant in the recently deregulated area of mortgage insurance, the task was to unseat the widely-held notion that government owned CMHC was the only player in the market. Our creative response was to give Genworth a decidedly non-governmental and approachable positioning; that of “the Homeownership Company.” Our work for Genworth has included the extension of this positioning into consumer television, radio and print advertising, as well as trade advertising and promotions, including sponsorship of specific industry events.