Cigna Takes Marketing Outside, Taps Hill Holliday

Interpublic Shop to Handle Consumer, B2B and Media Buying for Health-Care Marketer

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After handling its marketing in-house for years, health-care company Cigna has appointed Interpublic Group of Cos.' Hill Holliday to lead consumer advertising and business-to-business marketing, as well as media-buying duties, chief marketing officer Benjiman Karsch told Ad Age.

"As the market is evolving, our communications needs are increasing," explained Mr. Karsch. He arrived at Cigna two and half years ago from a very different marketing role at casino developer Las Vegas Sands.

"We recognized that we needed to have some fresh ideas for our consumer and B2B marketing and we did a broad review of many advertising agencies," Mr. Karsch said. "For the RFP [request for proposals], we had a $20 million budget we established."

With the help of consultant AAR Partners, Cigna's marketing team narrowed a field of about 15 shops to three finalists that competed for the business: Hill Holliday, Omnicom Group's GSD&M and independent Cramer-Krasselt.

A new campaign is slated to come out by early next year and the media mix will entail a "healthy dose of nontraditional media," Mr. Karsch said.

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