In year three of his first-ever CMO job, David Edelman continues to demonstrate his mettle. The McKinsey and Boston Consulting Group veteran led the company’s You don’t join us, we join you rebranding campaign, which stresses Aetna’s commitment to truly knowing its customers – a particularly important priority in the healthcare world.
To ensure a successful rebrand, Edelman brought the company together to develop a single, integrated brand. “At a more micro basis, we do tune our message in our actual selling,” he told Ad Age. “But it's the same overall umbrella from a mass perspective.”
Edelman will have yet another opportunity to apply his talent for brand integration in the coming months: Last year, Aetna was acquired by CVS Health.