We’re excited to announce that as part of marketing modernization, we’ve teamed up with Writer AI to develop a custom, agentic workflow to transform how we build informed campaign strategy briefs faster. The workflow operates across three key steps:
Step 1: Campaign Strategy Brief Evaluator
The AI-enabled workflow acts as a collaborative assistant, helping you think critically through your inputs to ensure you are building the strongest brief possible. It creates a comprehensive gap analysis, evaluating your strategy brief to suggest strengths and areas for improvement. Using a simple red, yellow, and green color-coding system, it then gives you an immediate visual clue on what’s complete, what needs more detail, and what’s missing entirely.
Step 2: Competitive Research Generator
If your brief calls for competitive research, our agent finds relevant and creative data to support your approach.
Step 3: Creative Brief Generator
The final step translates these insights and/or inputs into an informed, actionable creative brief.
What’s in it for you?
Speed, efficiency, and a guided, step-by-step thought process. By automating the heavy lifting of evaluation and research, this tool improves the quality of briefs, ultimately driving stronger, more informed inputs for the creative process.
What we learned through the process.
Bringing this to life has truly been a labor of love for so many people. It is the result of a cross-functional partnership between the Cigna Healthcare Messaging Strategy and B2B Lifecycle Marketing teams, the MarTech team and the Internal Agency. Our first phase focused on a Cigna Healthcare use case for the O3K segment, powered by a robust “Knowledge Graph” built on the deep research conducted last year by Sylver Consulting.
But building the tech is just one piece of the puzzle. We learned quickly that implementation is hard and requires clear communication and strong leadership support. Through all the hard work, we now have a strong foundation to build on.
What’s next?
An enablement session is planned for early July for our first-phase Cigna Healthcare team members to get hands-on with the tool.
For more details and resources on Writer, the new use case/workflow, FAQs, and future rollouts, please visit our dedicated page on Iris.