McCann Erickson Is Cigna’s New Lead Creative Agency

OMD wins the HMO's media business

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.

McCann beat two other contenders, which sources previously identified as the New York offices of DDB and Grey. Grey, however, was cut last month. Hill Holliday, an Interpublic Group shop whose Boston office had handled the account since 2011, did not defend.

Separately, OMD won a pitch to perform media planning and buying, which Hill Holliday previously handled, sources said. Sources identified the other finalist as UM.

Cigna's key decision-makers included global chief marketing officer Lisa Bacus, who joined the company—from American Family Insurance—in May 2013. Earlier in her career, she held marketing and brand management roles at Ford.

The Bloomfield, Conn.-based Cigna had no comment. But sources said that Cigna had told the agency finalists of its decision. Avidan Strategies in New York helped manage the process.

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