Laurel, MD - Team LMD–including LMD and strategic partners MarCom Group, Kean Smith, and LMO–is proud to join the United States Coast Guard (USGC) Recruiting Command in celebrating recognition at the 2024 American Advertising Federation Baltimore (AAFB) American Advertising Awards (ADDY) ceremony for USCG’s new recruiting brand and campaign.

The American Advertising Federation (AAF) hosts the annual ADDY Awards, the industry’s largest competition representing 40,000 professionals, to recognize creativity and excellence in advertising.

Team LMD’s work for the Coast Guard received five silver ADDYs, including awards for the new recruiting brand and identity campaign, which positions the Coast Guard as a modern military branch while staying true to its core values and mission. The new tagline summarizes the Coast Guard’s ethos: Protect, Defend, Save.

In addition, “The Wave” exhibit, new recruiting website, and “What Makes a Life?” recruiting video all individually won silver ADDY Awards in their respective categories. 

The complete list of the Coast Guard’s silver ADDY awards by category includes:

  • Out of Home & Ambient Media: U.S. Coast Guard Exhibit: “The Wave”
  • Online/Interactive: U.S. Coast Guard: “Recruiting Website” 
  • Film, Video, & Sound: U.S. Coast Guard: “What Makes a Life?” 
  • Cross Platform: U.S. Coast Guard: “U.S. Coast Guard Identity Campaign” 
  • Elements of Advertising: U.S. Coast Guard: “U.S. Coast Guard Logo Design”

“We are proud to be selected among our peers to win these prestigious awards that recognize the talent and creativity of Team LMD and successful collaboration with our strategic partners and client,” said LMD President Holly Huntley. “It’s an honor to support the Coast Guard and its work to recruit the next generation of leaders. Branding plays an important role in any recruitment campaign and it's incredibly rewarding to know that Team LMD was able to deliver award-winning creative solutions to support the important work of the USCG Recruiting Command.”

More about LMD 

LMD is a change agency focused on driving growth for clients with evidence-based strategic communications solutions. For more than 48 years, government, commercial, and non-profit clients have relied on LMD to solve their most complex challenges with a full suite of communications services including research, consulting, change management, branding, media, creative, editorial, and digital solutions. LMD is a woman-owned small business on the GSA Schedule. Visit our website to learn more, or contact