I worked as a freelance copywriter / creative director with Cigna’s internal ad agency, Tailwind, in 2011–2012 to develop various marketing campaigns for Cigna Health Care clients, promoting the Cigna brand promise. Shown here is work for Cigna client JPMorgan Chase & Co., who switched one of its two employee health care plan providers from Aetna to Cigna Health Care (the other remaining as United Health Care).
Cigna needed to quickly and memorably introduce itself to employees of JPMC and brand itself as the preferable provider focused on treating the employee as a unique individual. The customer-centric positioning developed for this brand message revolved around the theme of GO YOU (“you’re a person, not a number”) celebrating an employee’s singular individuality and addressing his/her need for a personalized relationship with Cigna.
I partnered with the Creative Director/Art at Cigna's in-house ad agency to concept and create collateral, interactive (website and banners), geo-targeted outdoor / shelter / transit and point of sale materials.
I also worked with the marketing team to create similar branding & customer acquisition campaigns for other Cigna clients including Western Union, the State of Tennessee, Pitney Bowes, Charles Schwab brokerage, Timken Bearings and Southeastern Freight Lines.
