In September 2007, the marketing manager for London Life Insurance Company’s (London Life) Freedom Funds was preoccupied by thoughts of his upcoming meeting with London Life’s vice-president of Marketing, Individual Retirement and Investment Services. The vice-president was concerned with the past summer’s appreciation of the Canadian dollar versus the U.S. dollar. Since March of 2007, the Canadian dollar had appreciated over 10 per cent against its U.S. counterpart with the result of eroding returns on London Life’s U.S. funds. The marketing manager had been asked to research the drivers behind the sudden change in currency and whether it was a sustainable trend; if so, he was to advise the steps London Life should take to protect its investment returns on its U.S. funds. Complicating the analysis was the knowledge that his advice needed to incorporate and respect London Life’s investment philosophies, be easily understood by its almost 3,000 financial advisors and their clients, and acknowledge the complexities surrounding the implementation of currency-hedging strategies.
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