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

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. Five spots feature four administrators discussing the challenges and gratifying aspects of their jobs in contemplative settings.

Sources estimated Cigna’s media spend at $30 million, an increase from CMR’s estimate of $22 million last year.