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.


Freedom 55 Financial 2018 Chinese marketing campaign was executed by Maple Diversity.

The article first appeared in LIMRA News Releases