PHILADELPHIA: After a three-and-a-half-month pitch process,
healthcare giant Cigna has finally settled on Weber Shandwick Worldwide
as its first-ever agency of record.
The agency beat out Edelman, Hill & Knowlton, Manning Selvage & Lee,
Ruder Finn, and Makovsky & Company (which represents Cigna's retirement
investments group) for the $1 million business.
WSW will publicize the fact that Cigna has broadened its offering from
an insurance company to one that offers an array of employee
Assistant VP of corporate communications Wendell Potter said, "They
offered the best combination of creativity, capability, and
Cigna had previously used a patchwork of agencies. WSW will replace most
of the 23-plus firms being used.