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This profile was last updated on 7/27/2017 and contains contributions from the  Zoominfo Community.

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Wrong James Bacharach?

James W. Bacharach

Vice President Brand Communications and Creative Services

John Hancock

HQ Phone:  (617) 572-6000

Direct Phone: (617) ***-**** ext. ******direct phone

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I agree to the Terms of Service and Privacy Policy. I understand that I will receive a subscription to ZoomInfo Community Edition at no charge in exchange for downloading and installing the ZoomInfo Contact Contributor utility which, among other features, involves sharing my business contacts as well as headers and signature blocks from emails that I receive.

John Hancock

601 Congress Street

Boston, Massachusetts,02210

United States

Company Description

As the real estate arm of John Hancock, the Real Estate Finance Group (REFG) provides mortgage financing for commercial properties. The John Hancock brand name is on every loan we make, along with our long-standing reputation as a mortgage lender of choice. To...more

Background Information

Employment History

Adjunct Professor

Boston University College of Communications


Affiliations

The Ad Club

Board Member


Education

B.A.

Union College


M.B.A.

Columbia University


Web References(54 Total References)


Digital | Leibowitz

www.leibowitzdesign.com [cached]

At last month's Financial Communications Society luncheon, Jim Bacharach, Vice President of Brand Marketing and Creative Services at John Hancock spoke about a subject very dear to us: consistency in communications.
Bacharach described the John Hancock brand as "trying to understand ... Continue reading


"Entrepreneurial Selling Online Training Program by RAIN Group"

www.entselling.com [cached]

Jim Bacharach | Vice President at John Hancock


Life Comes Next: Lessons from John Hancock | Leibowitz

www.leibowitzdesign.com [cached]

At last month's Financial Communications Society luncheon, Jim Bacharach, Vice President of Brand Marketing and Creative Services at John Hancock spoke about a subject very dear to us: consistency in communications.
Bacharach described the John Hancock brand as "trying to understand customers in a real and authentic way. And it's been that way for 30 years. John Hancock regularly underspends its competitors on advertising, Bacharach said, but that hasn't kept them from making an impact. Great upfront research and keen strategic thinking is what helps the financial services company make good creative and ad buy decisions. "We're still competing in a very cluttered category," he said. And he's right: They are. It's efficient, Bacharach said. The "Life Comes Next" campaign, launched in early September, has already exceeded company expectations, Bacharach said. The ads generated 1.2 million site visits, 79 percent ahead of forecasts. The goal was to turn a 30-second spot into 3 minutes on the site, he said. This "real" messaging hasn't changed, Bacharach said, and it hasn't had to. In 2008 when the recession hit, many investment companies had to soften their approach, but not John Hancock, he said. "Consumers sensibilities, hopes and dreams ebb and flow," Bacharach said. "Behaviors change as a result of that." But, he added: "Good positioning stands the test of time."


BIMA - Events - Meet the Marketer: Financial Services

www.bima.org [cached]

Jim Bacharach - VP Brand Communications and Creative Services, John Hancock


Entrepreneurial Selling by RAIN Group

www.entselling.com [cached]

Jim Bacharach
Jim Bacharach is VP of Brand Communications & Creative Services at John Hancock. Jim drives John Hancock's brand strategy, brand communications and brand management, while also ensuring it is all consistently applied across the company's seven de-centralized business units. His success to date has been built around redefining this blue chip brand in consumers' minds beyond simply life insurance, building an integrated strategy that has created a "bigger than we are" market presence in the face of competitors. He is working to change the culture within the Creative Services organization to a service orientation in order to support a chargeback model. Jim began his career in CPG brand management at General Foods and then Chesebrough-Pond's. Since then, he has been applying and adapting that classic discipline to a wide range of B2C and B2B categories including financial services, technology, hospitality, footwear, publishing and not-for-profit. Much of Jim's career has been spent on the marketing services side at integrated communications agencies and consulting firms. Among the brands he has worked with are NEC, Converse, Ameritrade, Starwood Hotels & Resorts, AT&T Capital, Travelers, Progress Software, Liberty Financial and Grainger. Jim has also worked with a wide range of start-ups and early stage companies.


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