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Recognizing Marketing and Creative Excellence

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.

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