BLOOMFIELD, CT: Cigna, a worldwide health insurer, has hired Fleishman-Hillard as its global AOR, following a highly competitive review that began in February.
Cigna issued the RFP in February to eight undisclosed agencies, seeking a PR firm to provide integrated communications services focused on "value-added" customer engagement, employee engagement, and corporate social responsibility. A week later, five more agencies were invited to pitch for the business.
"We were very impressed with Fleishman-Hillard's corporate social responsibility, social media knowledge, and skill set," said Mariann Caprino, VP of corporate communications for Cigna. "They put forth a very, very strong team, and we really liked their global footprint because it mirrors our own as a global health insurer."
Caprino would not reveal the identities of the other agencies involved in the review.
Anne de Schweinitz, SVP, senior partner, and director of healthcare marketing at Fleishman-Hillard, said much of the agency's focus will be on reframing public perception about the company to make it a more consumer-centric organization. She will lead work on the Cigna account.
"What we're consulting with them about is how to have a dialogue that allows them to understand individuals in the market a lot more than population group-based thinking," she explained. "A lot of the ideas we are talking to them about are on demonstrating — through proof — how they are shifting their organization."
In addition, sister Omnicom agencies TogoRun and Cone will also work on the account, supporting executive visibility in Washington, DC, and cause branding and CSR, respectively. Schweinitz said the combined team, called One Cigna, will comprise eight to 10 people.
Over the years, Cigna has worked with a number of firms, including Hill & Knowlton, Fleishman-Hillard, and APCO Worldwide.
Fleishman supported the company in various project capacities for policy and media relations through their Washington, DC, and Texas offices, added Schweinitz. In addition, it is understood that the company's last AOR relationship was with Weber Shandwick in 2001.
Cigna declined to disclose the budget for the account.