LIMRA Announces 2019 Creative Connections Awards for Financial Services Marketing

BOSTON, Mass., May 30, 2019—LIMRA today announced the winners of the third annual Creative Connections Awards at its 2019 Marketing Conference in Boston.

The LIMRA Creative Connections Award, established in 2017, recognizes and rewards marketing and creative excellence, innovation and achievement. This award highlights best practices in financial services marketing.

This year, LIMRA established two categories by company size. Separate platinum and gold awards were awarded to companies with 4,500 corporate employees or less and for companies with more than 4,500 corporate employees. The contest was open to any financial services firm (LIMRA or LOMA membership is not required) except service providers and software companies unless they are entering on behalf of their clients and have their clients consent.

Twenty-three companies from seven different countries submitted a total of 33 entries for consideration this year. LIMRA enlisted 15 financial services executives and marketing experts to judge the submissions. Executives did not review submissions from their own companies. The final award winners were determined based on how well they demonstrate the ability to integrate multiple marketing tools and channels to build connective campaigns that support business objectives for their company.

The 2019 LIMRA Creative Connections Award winners for large companies:

Platinum Award Winner: Canada Life for its Freedom 55 Financial 2018 Chinese marketing campaign, designed to raise brand awareness for Freedom 55 Financial and increase engagement within the growing Chinese community in the greater-Toronto area.
Gold Award Winner: Sanlam Sky for its Lives of Grace campaign, an interactive, story-based audio drama, designed to raise brand awareness and increase market share in the South African market.

The 2019 LIMRA Creative Connections Award winners for small companies:

Platinum Award Winner: Sammons Financial Group, for its Empowered marketing campaign, which explored the relationships between women, couples and the financial professionals who support them, and provided practical tips for both consumers and financial professionals to more effectively resolve the weighty financial decisions they often tackle together.
Gold Award Winner: First Command, for its Government Shutdown Assistance marketing campaign, serving Coast Guard and other federal employee clients impacted by the shutdown to help to bridge shortfalls in household cash flow through interest-free loans and other services.

“Today, marketing is about advancing company growth through unique experiential campaigns that not only engage and motivate the customer but resonate with them on a very personal level,” said Lisa Tanen-La Fontaine, chief marketing officer, LIMRA and LOMA. “While all of the submissions were exceptional, the winning companies submitted compelling campaigns that connected with consumers, inspired action and left an indelible brand impression.”

Congratulations to the winners!

Zach James & Amy Krishnathasan representing Canada Life
Katherine Kirkpatrick representing First Command
Katelyn Chamberlin representing Sammons Financial Group
Alison Salka & Lisa Tanen-La Fontaine representing LIMRA

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About LIMRA

Serving the industry since 1916, LIMRA, a worldwide research, consulting and professional development organization, is the trusted source for industry knowledge, helping nearly 600 insurance and financial services companies in 64 countries. Visit LIMRA at www.limra.com.