Just because it's approved doesn't mean you can do it!

Edward Faruolo

In this article on brand nurturing Edward Faruolo of the CIGNA Corporation argues that if the brand is not supported by rank and file management it will not succeed.

'Just because it's approved, doesn't mean you can do it!'

Edward FaruoloCIGNA Corporation

Those words still ring in my ears nearly 15 years later. They were screamed to me over the phone by my department head after everyone had left for the day. At the time, I was the director of corporate advertising for an insurance and financial services company with one of the world's most recognizable symbols. We were meeting with the supreme 'numbers guy' the CFO. We were presenting a whole new direction, a whole new campaign, with increased spending. My boss, figuring we didn't have...

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