Cigna is seeking to streamline its business by consolidating wit a single agency.Visit the Business section of Insider for more storiesHealth insurance giant Cigna has launched a review of its global marketing business, and it could mean a loss for its current advertising and PR firms IPG, Omnicom, and Edelman.
Three people with direct knowledge of the matter said Cigna issued a request for proposal encompassing creative and digital advertising, media planning and buying, PR, brand strategy, and sponsorships. The sources said Cigna's goal is to consolidate all those responsibilities with a single agency to streamline its ad business and save money.Other big advertisers like Coca-Cola are also looking toCigna is the fourth-largest health insurance provider by headcount with more than 20 million members. The company spent just under $60 million on marketing in the US in 2019, according to market research firm Kantar, though that total does not include paid social campaigns.
Cigna hired IPG's McCann, Omnicom's OMD, and Edelman in 2014 when it significantly increased its marketing spend.
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