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Meeting the insurance needs of over one million Canadian Families

Business Contact:
Isaac Sananes      905-948-2103

FOR IMMEDIATE RELEASE

Canadian Premier Life Insurance Company and AEGON Direct
Marketing Services, Inc.
Win International Stevie® Award

Markham, Ontario - August 26, 2008 - AEGON Direct Marketing Services, Inc. and Canadian Premier Life Insurance Company, affiliated companies, announced today they have won an International Stevie Award for ´Best Customer Service Team´ in the 2008 International Business Awards. The International Business Awards are the only global, all-encompassing business awards program honoring great performances in business. Nicknamed the Stevie® for the Greek word «crowned,» the awards will be presented to winners at a gala dinner on Monday, September 8 in the Shelbourne Hotel in Dublin, Ireland. Primary sponsors for the event will be Dow Jones and IDA Ireland.

Recipients of International Stevie Award trophies were selected from more than 1,700 entries received from organizations and individuals in more than 30 countries. Organizations all over the world are eligible to compete in The International Business Awards,

«Canadian Premier Life Insurance Company is dedicated to servicing the insurance needs of millions of customers throughout Canada,» says Isaac Sananes, Canadian Premier Life Insurance Company President & CEO.«Our goal is to provide service excellence resulting in customer loyalty. We value our customers and do our best to make interacting with us a pleasant experience. While we have consistently achieved high scores for overall service, the challenge facing us in 2007 was how to take the ´customer experience´ to a new level. Our mission was to really understand what individual customers need and then help them - one by one - make smart decisions. We hoped this would have a positive influence on our retention efforts and it did.»

Members of the Awards´ Board of Distinguished Judges & Advisors and their staffs selected International Stevie winners from among the Finalists, which were determined by volunteer judges around the world during two months of preliminary judging.

«Entries to the IBAs grew 65% this year and that illustrates the increasing importance of The International Business Awards worldwide,» said Michael Gallagher, president of The Stevie Awards, presenters of the IBAs. «We congratulate all of the Finalists and International Stevie Awards winners, and we look forward to honoring them for their achievements at our gala awards dinner in Dublin on September 8.»

«We are honored to have been recognized by The Stevie Awards,» says Kaye Nolis, Canadian Premier Life Insurance Company Manager of Customer Service. «I am proud to be part of a team which cares about servicing the customer in an award-winning manner. Our win is a testimony to the efforts of our team members.» The U.S. operations of AEGON Direct Marketing Services was named a ´Finalist´ for ´Best Customer Service Organization/Department´ in the American Business Awards.

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About Canadian Premier Life Insurance Company
Canadian Premier Life Insurance Company was formed to provide Canadian families and individuals with a variety of quality insurance products and services they could afford and trust. Canadian Premier Life Insurance Company offers a portfolio of group life, accident, sickness, and credit insurance. Canadian Premier Life Insurance Company has been protecting families throughout Canada for over 16 years and as of June 18, 2008, was affirmed with a rating of A- (excellent) with a stable outlook for financial strength by A.M. Best, one of the most respected independent analysts of the insurance industry. Canadian Premier Life Insurance Company is an AEGON company. For more information, visit the Canadian Premier Life Insurance Company website at www.canadianpremier.ca

About AEGON Direct Marketing Services, Inc.
AEGON Direct Marketing Services, Inc. is the premier direct marketer of life and supplemental health insurance products and fee-based programs. It has extensive experience in developing product-specific direct response campaigns and designing products specifically for the direct response and point of sale channels. ADMS markets its products through two distinct channels: directly to consumers and through endorsements of sponsoring partners such as financial institutions, associations, employer groups, auto dealers, and retailers. For more information, visit the ADMS website at www.aegondms.com

About The Stevie Awards
Stevie Awards are conferred in four programs: The American Business Awards, The International Business Awards, The Stevie Awards for Women in Business, and the Stevie Awards for Sales & Customer Service. Honoring companies of all types and sizes and the people behind them, the Stevies recognize outstanding performances in the workplace worldwide. Learn more about The Stevie Awards at www.stevieawards.com

Press Release News:

The Wall Street Online

The International Business Awards

Financial Post

Yahoo Financial News

Ad Hoc News

The Trading House

Finance Industry News

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Canadian Premier Life Insurance Company
80 Tiverton Court, 5th Floor
Markham, Ontario – L3R 0G4
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