Global Guidelines Drive Local Marketing

L. Jane Woodington

This article describes how CIGNA, an insurance and financial services company, manages its global marketing in some 24 countries - with special emphasis on its e-commerce activities.

Global Guidelines Drive Local Marketing

Building a consistent brand presence across 24 global businesses

L. Jane Woodington CIGNA Companies

If there is one mantra every experienced global marketing person chants, it is ‘never underestimate the power of local cultures in driving sales.’ There are dozens of case studies on the books to reflect the failures of companies who didn’t take into account the nuances of local customs, language and culture. We’ve all heard them, and we all strive never to be the subject of one of them. CIGNA understands and respects the subtleties of global marketing, and that understanding...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands