Four decades' worth of TV's top doctors are finally sharing the same screen. The bad news is, it's an ad. But the good news is, the ad's pretty good. To encourage you to get an annual check-up from a real doctor, Cigna brought together an all-star team of fake doctors. We've got Alan Alda (MASH's Franklin "Hawkeye" Pierce), Patrick Dempsey (Derek "McDreamy" Shepherd of Grey's Anatomy), Donald Faison (Scrubs' Christopher Turk), Noah Wyle (ER's John Carter) and Lisa Edelstein (House's Lisa Cuddy). The "I'm not a real doctor, but I play one on TV" shtick has been milked plenty of times before, but if you've been a lifelong medical TV fan, this one will probably give you a healthy dose of nostalgia.
Benjamin Karsch is no stranger to larger-than-life CMO jobs. Procter & Gamble, Kraft, Johnson & Johnson, Cigna—Karsch has run the marketing for all of them. But Karsch (whom everyone calls Benjy) has quite a task ahead of him at Revlon, which hired him as CMO in February. Revlon is a $2 billion beauty empire whose products are for sale in over 100 countries.
Cigna today unveiled its first work from McCann Erickson, a rebranding campaign that's tagged, “Together, all the way.”
Cigna has found a new lead creative agency. Succeeding Hill Holliday on the assignment is Interpublic Group's McCann Erickson in New York, according to sources. Cigna's U.S. media spending hovers around $35 million annually.
A trio of agencies is preparing for final presentations in a review of Cigna's creative business, according to sources. Sources identified the finalists as McCann Erickson, Grey and DDB. Avidan Strategies in New York has helped manage the process.
Turn on Top Chef this season and you may see a prominently featured Toyota Corolla, a branded spot during a commercial break with the show's performers showcasing Philly cream cheese—or a throw to the show's website, where Cigna's "Go You" campaign and Chase's Sapphire Preferred credit card appear in webisodes.