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By Published on .

Cigna corp.'s "Power of caring" corporate image campaign takes to the Web this week as part of an estimated $10 million, multiplatform ad sales deal with Time Warner.

The insurance and financial services marketer will run banner ads on seven Time Inc. magazine Web sites and place the campaign's logo throughout the CNN/SI Web site (www.cnnsi.com), where TV commercials drive traffic. Later, banner ads will run on CNN.com.

Last month, the 2-year-old campaign-in which Cigna recognizes celebrities and their contributions to charitable causes-for the first time moved to TV with a run on seven Time Warner-owned Turner Broadcasting System networks, including CNN, TBS and TNT.

Cigna's TV spots will send traffic to the CNN/SI site because many of the celebrities featured are sports personalities.


Until this fall, the campaign, from DDB Worldwide, New York, had run only in Time Inc. magazines. Cigna spent $28.1 million on measured media in 1998, according to Competitive Media Reporting.

The Web ads, which also are expected to feature photos or images of the celebrities, represent the first time the insurance giant has done a major online ad push. They will attempt to send traffic to Cigna's Power of Caring site (www.cigna.com/caring).

"The beauty of the Web is it's a receptacle for information," said Chris Hoopes, group media director at DDB Worldwide.

The deal shows why the media industry is becoming consolidated. Time Warner and the expected CBS/Viacom merged entity are billing themselves as one-stop shops

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