Challenge:
CIGNA's Retirement & Investment Services division wanted a fresh, thought-provoking identity that distinguished it from the company's healthcare insurance divisions without giving up the equity of a major corporate brand.

Strategy:
A thorough assessment of brand, competitive landscape and audiences identified potential to put teeth into the established position, The Workplace Specialist™, with a tone and manner that was fresh and appropriately aggressive.

A collaborative effort resulted in a vitally important "Guiding Principles" brand standards document that every communicator - internal and external - was charged with following during the complete overhaul of CR&IS' marketing materials.

Winning Results:

• SPARKS Survey: CIGNA described as financial services brand for the first time.
• Organic sales to existing clients increased 34%.
• Successful wins in final presentations to prospective clients in the RFP process increased 54%.
• Even though RFP invitations decreased by 14.5%, the close ratio went from 10% to 25%.
• Created opportunity to pitch larger accounts beyond traditional target market.
• Log in to sponsor website increased 234%.