Millennial Parent Opps: Sun Life taps new media AOR (Score 45)

Sales Lead: Sun Life (SL) named Wavemaker as its media AOR, concluding a review.

  • The agency will now handle media strategy, buying, and planning in Canada; its work will likely also affect SL's US strategy.
  • The company is likely to:
    • Launch new work soon
    • Start investing more in advertising
    • Conduct additional agency reviews
  • Target demographic: Millennials, especially millennial parents

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: Since the beginning of 2022, SL has spent roughly $212.8k on digital ads, only around a third of the roughly $666k spent within the same 2021 timeframe.
    • YTD data: The company has earned ~13.7m digital impressions YTD via desktop display (63%), mobile display (17%), Facebook (15%), desktop video (4%), and Instagram (1%) ads.
      • Top site destinations for this year's desktop display ads have included (76%),,,, and
    • Last year: SL spent approximately $1.1m on this channel last year, 27% less than the approximately $1.5m spent in 2020.

Additional agency insights:

  • Opportunity: Agency reviews often follow one another, so get in touch soon to offer creative, PR, digital analytics, and/or social media management services.
  • Current agency roster:
    • Wavemaker: Media AOR​​​​​​​

Insight Sources: Digital spend insights estimated by Pathmatics.