Fifth Ring earns a Crystal Award for B2B marketing impact
Fifth Ring, the international B2B marketing specialist, has added to a strong run of international industry recognition with one win at the 2026 American Marketing Association’s (AMA) Crystal Awards on Thursday 21 May, recognizing the measurable impact of its work across complex markets.
The company won the following award category: Marketing Campaigns, Business-to-Business: Covenir, “WOW Your Policyholders”.
The annual awards, hosted by the AMA Houston Chapter and judged by industry peers, recognize marketing work that delivers strong strategy, execution and measurable business results.
Jennifer Maclennan, Group Managing Director at Fifth Ring, said:
“These awards recognize the kind of work Fifth Ring is built to deliver: strategic, creative and grounded in a deep understanding of our clients’ operations, industries and stakeholders. In complex markets, effective marketing must help clients own the spaces that matter to their growth, opening doors, creating conversations, building confidence and supporting commercial opportunity.
“I’m proud of the Fifth Ring team for delivering such strong measurable results for our clients and to see that expertise recognized by our industry peers at the Crystal Awards.”
The Crystal award win follows a strong period of independent industry recognition for Fifth Ring. The agency was ranked No. 12 globally in the 2025 B2B Marketing Global Agencies Benchmarking Report, No. 5 globally for Content Marketing and Thought Leadership, and inside the UK top 10 for both Account Based Marketing and Demand Generation.
Covenir - Fifth Ring was recognised for its work with Covenir, a US specialist in outsourced insurance operations and policyholder services. The “WOW Your Policyholders” campaign rebuilt the company’s marketing infrastructure, from HubSpot and conversion tracking to audience targeting and attribution, while giving Covenir a more distinctive voice in a market often led by practical service and operations messages.
The campaign helped Covenir move from five marketing qualified leads (MQLs) in its previous marketing history to 26 MQLs in a single quarter, creating a stronger platform for future lead generation and customer engagement.
Read the full Covenir case study
Sally Lechin, who leads Business Development in the Americas at Fifth Ring, said:
“Covenir’s campaign shows how marketing can create momentum far beyond a single campaign line. The work rebuilt the marketing infrastructure, sharpened audience targeting and gave the business a message that resonated both externally and internally. For our Americas team, that is a powerful result: a campaign that supported lead generation while giving the client a clearer, more ownable way to talk about its value.”
About the AMA Houston Crystal Awards
Hosted by the American Marketing Association’s Houston Chapter, the Crystal Awards are one of the most rigorous showcases of marketing effectiveness in the United States. Entries are judged by industry peers and scored on strategy, execution and measurable business outcomes, with the results criterion double-weighted. The 2026 awards celebrated four decades of the program under the theme “40 Years of Elevation”, recognizing the campaigns, ideas and partnerships that lift business performance, ROI and community impact beyond the moment that produced them.
Winners were announced on Thursday 21 May at the Royal Sonesta Galleria, Houston.
