SunLife appoints Medialab for planning and buying

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SunLife, the over-50s financial services company, has appointed Medialab as its new media agency.

The agency will handle planning and buying, and will take over from incumbent All Response Media.

In a statement, the companies said Medialab will be tasked with creating "a data and insight planning partnership across offline and digital marketing investment and campaign attribution in order to deliver transformative outcomes in a highly competitive sector."

Ian Cooper, head of distribution at SunLife, said: "We’ve been impressed by Medialab’s data capability, coupled with a hugely talented and passionate team, and look forward to working together to achieve SunLife’s ambitious goals."

Marcus Orme, founder and chief executive of Medialab, added: "It is an honour to be selected by SunLife as their partner for growth at such an important moment for their business. Our organisations are aligned in the ambition of creating insight from data to gain and grow valuable customers for SunLife and we are excited about the collaborative journey that lies ahead."