{"id":8131,"date":"2025-03-27T01:46:25","date_gmt":"2025-03-27T05:46:25","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/03\/27\/the-right-tool-for-the-job-the-cigna-groups-chief-marketing-officer-zigs-while-others-zag\/"},"modified":"2025-03-27T07:14:49","modified_gmt":"2025-03-27T11:14:49","slug":"the-right-tool-for-the-job-the-cigna-groups-chief-marketing-officer-zigs-while-others-zag","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-right-tool-for-the-job-the-cigna-groups-chief-marketing-officer-zigs-while-others-zag\/8131\/","title":{"rendered":"The Right Tool for the Job: The Cigna Group\u2019s Chief Marketing Officer Zigs While Others Zag"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Allen Adamson, Co-founder &#038; Managing Partner, <a href=\"https:\/\/www.metaforce.com\/\">Metaforce<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Marketers have an undeniable tendency to chase the shiny new object. The latest social media platform, the most advanced AI-driven ad tech, and the buzziest experiential campaign\u2014all are irresistible. However, Lou Aversano, Chief Marketing &#038; Brand Officer of The Cigna Group, demonstrated in his acceptance speech for ANA\u2019s Best B2B Marketer of the Year that the best approach isn\u2019t necessarily the newest one. It\u2019s the right one.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a world obsessed with digital marketing, Aversano\u2019s team chose an unexpected medium\u2014long-copy print ads\u2014to meet Cigna\u2019s communication objectives. He wasn\u2019t merely looking to follow the latest trends; he was looking for impact. And in this case, print delivered.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Aversano\u2019s challenge was formidable. The Cigna Group\u2019s pharmacy benefit business \u2013 Express Scripts by Evernorth &#8211; \u00a0was engaged in a battle of perception, with pharmaceutical companies driving a well-financed narrative that positioned insurers as the villains in the healthcare debate. The media landscape\u00a0was stacked\u00a0against them. Rather than joining the noise with another flashy digital campaign, the Cigna team took a different approach\u2014one rooted in clarity, intelligence, and respect for the audience\u2019s ability to engage with facts.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The challenge in B2B marketing is that,\u00a0more often than not, you are not just selling a product or service; you\u2019re selling confidence in the company itself. That\u2019s a far greater task. To illustrate this, Aversano leaned on a powerful piece of marketing history\u2014the classic McGraw Hill ad from over 50 years ago. The ad, featuring a stern-looking businessman sitting in a chair, famously states:<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">> I don\u2019t know who you are.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">> I don\u2019t know your company.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">> I don\u2019t know your company\u2019s product.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">> I don\u2019t know what your company stands for.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">> I don\u2019t know your company\u2019s customers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">> I don\u2019t know your company\u2019s record.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">> I don\u2019t know your company\u2019s reputation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">> Now, what was it you wanted to sell me?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The message? Before you can sell anything, you\u00a0must establish\u00a0trust,\u00a0and credibility. That\u2019s\u00a0exactly\u00a0what Aversano sought to do for The Cigna Group.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Print, often dismissed as a relic of the past, proved to be the perfect vehicle for this message. The long-copy ads provided the space to articulate their value in a way that\u00a0couldn\u2019t be reduced\u00a0to a soundbite. They allowed the company to challenge misconceptions with depth and nuance rather than trying to outshout the opposition. The results? A 44% increase in site visits, a 34% lift in brand favorability, and a noticeable disruption of an eight-year-long opposing campaign.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But Aversano\u2019s lesson goes beyond the power of print.\u00a0His\u00a0real\u00a0point is that effective marketing isn\u2019t about the medium\u2014it\u2019s about\u00a0the message.\u00a0In his words, Cigna\u2019s ads weren\u2019t just about selling a product; they were about sharing a point of view, helping audiences make sense of the world on their terms, and advocating for truth in an era of disinformation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This\u00a0underscores a broader marketing truth: The best communication strategy isn\u2019t dictated by what\u2019s trendy but by what works. Podcasting didn\u2019t kill radio, video didn\u2019t kill print, and digital doesn\u2019t\u00a0always\u00a0outperform traditional media. The right tool is the one that serves the strategy, not the other way around.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As Aversano put it, marketers must resist the temptation to\u00a0blindly\u00a0embrace the \u2018versus\u2019 mentality\u2014digital versus print, new versus old. Instead, they must focus on crafting the most compelling, credible, and contextually appropriate message\u00a0possible.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In an industry obsessed with the next big thing, perhaps the most powerful strategy simply embraces what works. Aversano\u2019s approach reminds us that while marketing technology evolves, the principles of effective communication remain timeless. Whether through print, digital, or whatever comes next, the most successful brands are the ones that know who they are, what they stand for, and how to communicate that effectively.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Before you can sell anything, you\u00a0must establish\u00a0trust,\u00a0and credibility. That\u2019s\u00a0exactly\u00a0what Aversano sought to do for The Cigna Group.<\/p>\n","protected":false},"author":7,"featured_media":8132,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-8131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Right Tool for the Job: The Cigna Group\u2019s Chief Marketing Officer Zigs While Others Zag | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-right-tool-for-the-job-the-cigna-groups-chief-marketing-officer-zigs-while-others-zag\/8131\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Right Tool for the Job: The Cigna Group\u2019s Chief Marketing Officer Zigs While Others Zag\" \/>\n<meta property=\"og:description\" content=\"Before you can sell anything, you\u00a0must establish\u00a0trust,\u00a0and credibility. 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