The new CMO, Barb Goose set out to make sweeping changes internally at John Hancock. She started by creating a new in-house agency that is digitally-led and well-versed in emerging and innovative platforms. The newly assembled creative team of ex-agency talent, can now deliver highly conceptual campaigns with an even higher standard of creative design, and all made-in-house.
I was responsible for naming the new internal agency and also designing the logo. What I like the most about the name Maiden House is obviously the play on words; it being the first agency formed within John Hancock, and the fact that Maiden House says both “where” and “who” produced the work leaving the building.