Name: Lorraine Jeckells
Job title & company: CEO, Free Brands Ltd
Finalist: Brand Agency of the Year
Social: LinkedIn – Free Brands
How does it feel to be shortlisted for the 2025 Financial Promoter Awards?
It feels great! For over a decade we’ve been shaping brands and designing creative campaigns for the (re)insurance sector – an area often overlooked in design circles. To have that work recognised is a fantastic moment for our team.
What does this recognition mean to you, your team, and your organisation?
Being shortlisted is a real honour, and a reflection of the clients we work with. They’re bold, ambitious and passionate organisations, and it’s a privilege to help them bring that to life through brands and campaigns that match their drive. For our team at FREE, it’s recognition of the craft and commitment we put into making insurance brands stand out in a complex, technical market.
Our deep understanding of the industry and its people allows us to create authentic brands and energetic campaigns that not only resonate but also push boundaries. This shortlisting celebrates both our clients’ ambition and our team’s creativity, and inspires us to keep raising the bar.
What part of your work are you most proud of?
Our culture of collaboration and creative excellence. We have amazing team camaraderie, and our connectivity with our clients and each other is the true secret of our success. We love what we do and take great pride in creating work that delivers meaningful results that help our clients’ businesses grow and thrive.
What was the biggest challenge you faced, and how did you overcome it?
As a creative agency working exclusively in insurance, one of our biggest challenges is the sheer diversity of our clients. Some, like CRC, are huge organisations with complex leadership structures and multiple audiences. Or like WBN, who are global with people and audiences spread across multiple continents. For these strategic brand projects, the challenge lies in identifying and articulating the unifying elements of their businesses in a way that resonates globally, inside and out.
At the tactical campaign level, clients like Pen operate regionally in the UK, where the priority is creating distinctive assets that cut through the crowded marketplace. The need for ideas that are strategically sound, creatively exciting, and adaptable across regions makes the work demanding but also incredibly rewarding.
How do you see marketing and communications evolving in financial services over the next few years?
Over the next five years, marketing in financial services is likely to see a greater demand for creativity. Growing share of voice and true market differentiation will increasingly come from bold ideas and human imagination. Martech and AI will continue to play an important role in increasing efficiency, yet those at the top of their game in this space will be cleverly combining these tools with purposeful communication and consistently distinctive creative and messaging.
If you could give one piece of advice to others entering these awards in the future, what would it be?
Entering awards requires investment – drafting copy and compiling evidence is no small task. But take it as an opportunity to stop and smell the roses. You’ve done some great work so make sure to celebrate it.
Use this chance to remind yourself of some of the best work you’ve done and the pride you’ve felt when you’ve delivered an outstanding project for a client. Put that passion for your project into your entry and be proud.
Are you excited for the gala in November? What are you most looking forward to?
The awards gala is always a fun night. Celebrating with colleagues, clients and even competitors, surrounded by the best of the best in the industry, is exciting. There’s a lot of incredible marcoms talent in financial services, all producing fabulous work. So, to be able to get together to celebrate, and also learn from one another, is a valuable opportunity.
How do you and your team celebrate success?
Cake!
Are you a finalist and would like to get involved?
Please email Megan McCabe, Marketing Manager, at megan.mccabe@rhoticmedia.com.