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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.

2020 Creative Connections Awards

Who Can Enter:

  • #CreativeConnections2020 is open to any financial services firm, small or large
  • Membership in LIMRA/LOMA is not required
  • Service providers and software companies are not eligible but may enter on behalf of their clients, providing they have their client's consent.

Award winners will be determined based on how well they demonstrate the ability to integrate multiple marketing tools and channels to build connections, as well as track success metrics to support business objectives for their company.

2020 Creative Connections Award submissions are now closed. Good luck to all those who entered!

Winners will be announced during a special awards ceremony at the LIMRA Marketing Conference on Thursday, May 28, 2020, at Caesars Palace, Las Vegas, NV. Finalists will be announced ahead of time and are encouraged to attend the awards ceremony.

2019 Winners

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.

Winners were announced at The Marketing Conference in Boston, MA on Thursday, May 30. Twenty-five companies 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.

2019 Creative Connections Award Winners


Sammons Financial Group

2019 Creative Connections Award - Platinum Winner for Small Companies



2019 Creative Connections Award - Gold Winner for Large Companies


First Command

2019 Creative Connections Award - Gold Winner for Small Companies