April 13, 2011 | last updated May 31, 2012 5:25 pm

Cigna taps Boston ad agency Hill Holiday

Health care provider Cigna Inc., with major operations in Bloomfield, named Boston's Hill Holiday to penetrate Cigna's brand deeper into the consumer market.

Billings for the contract, effective immediately, were not disclosed.

Citing Nielsen data, Adweek previously reported that Cigna's major media spending in the U.S. in 2010 dwindled to $747,000, after totaling $2.7 million in 2008. Going forward, Cigna is expected to ramp up spending to about $20 million, Adweek reported last fall.

Cigna spokesman Joe Mondy said Wednesday the Philadelphia insurer did not have an agency of record before soliciting bids for services late in 2010.

The move, Mondy said, reflects the evolution of Cigna's business model as a provider of health plans to employers, whose employees are increasingly engaged with the insurer as to the types and quality of patient services and treatment they receive.

"This effort will be to broaden our visibility with the end consumer,'' he said.

Mondy said he was unaware of whether any Connecticut ad agencies were in the running for the Cigna contract.

However, he said, Cigna's goal was hiring an agency "with global scope.''

Cigna marketing chief Benjamin Karsch, in a statement, credited Hill Holiday's win on its fully integrated approach positioning Cigna outside the traditional healthcare and benefits categories.

In recent months, Hill Holiday has added Supercuts and Major League Baseball to its client roster.

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