In $30 Mil. Campaign, Cigna Woos the HR Department

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The “thankless” job of the human resources director gets recognition in a business-to-business campaign for troubled insurance giant Cigna that breaks today.

The campaign, created by Omnicom’s DDB in New York, marks the first time Cigna is targeting human resources administrators in broadcast; a similar-themed print campaign ran from spring to fall last year.

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