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Cigna is reviewing creative and media duties on its advertising account, a year after dialing down its marketing efforts and reassessing its positioning in the marketplace.
Last year, Cigna’s major media spending in the U.S. dwindled to $747,000, after totaling $2.7 million in 2008, according to Nielsen. Going forward, Cigna is expected to ramp up spending to about $20 million, according to sources.
The company’s last major campaign, from Omnicom Group’s Doremus in New York, broke in July 2008 and featured print and TV ads and a new Web site.
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