Interview with 2014 CMO Award Winner Lisa Bacus of CIGNA

November 11, 2014


“Given that Lisa Bacus, EVP of National Marketing at Cigna is a recent winner of The CMO Award for Content Marketing, one might assume that our conversation would stop there especially given my somewhat obsessive interest in the topic. But fortunately for you, that is not the case as Lisa also provided insights into Cigna’s recent agency change, global campaign launch and the importance of addressing the entire customer experience (CX). In fact, my favorite quote in this interview is “I believe that CX is everyone’s responsibility,” as she describes CIGNA’s approach to dealing with this thorny challenge – one that is all too often left off a CMO’s responsibility list. But enough of the preamble, here’s Lisa.” Drew Neisser – Originally appeared on

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