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Transforming Cigna with a New Brand and Advertising Campaign That Combines Right-Brain Creativity With Left-Brain Data

When Cigna, the global health service company, was gearing up to switch from a B-to-B Advertiser to a consumer Advertiser, Benjamin Karsch, Cigna’s CMO, was facing a dilemma: how to create a creative campaign that builds awareness and earns the trust of customers so that they ultimately purchase Cigna benefits when they have the opportunity to do so.  Karsch was no stranger to consumer advertising, [...]

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