Dive Brief: 

• After 29 years as a client of Hill Holiday, financial services firm John Hancock is launching a review of its creative and media business. 
• Manulife Financial, the Canadian financial services firm that acquired John Hancock in 2004, is leading the procurement-driven review. 
• Last year, John Hancock spent $23 million in measured media. 

Dive Insight: 

Moving away from a 29-year relationship of any sort signifies some major change within a company. Likely, the financial services firm is looking to do a brand overhaul and wants fresh talent to help that happen. Any agency that scores the deal might be looking at its own three-decade relationship with John Hancock if it is successful.