ANA announces 2024 B2 Award winners

The ANA held its annual B2 Awards gala on June 13, celebrating overall excellence and performance in business-to-business marketing. Workday’s “Rock Stars of Business” won Best in Show, demonstrating exceptional insight and creativity, extraordinary business growth and strong results.

The shortlist of finalists vying for gold, silver and bronze awards in thirty-nine categories was also presented at the gala ceremony in Naples, Florida.

Best of Show

Workday experienced phenomenal growth in the HR software segment but faced stagnation as it matured. “The Rock Stars of Business” repositioned Workday from a niche HR specialist to a broader leader in enterprise software. By celebrating the often overlooked contributions of B2B professionals as the rock stars of business, the campaign increased brand consideration by 65% ​​and resulted in a 50% increase in lead growth. This strategic change also improved investor perception, causing the stock price to increase by 21.3%.

Best rewards

B2B Individual Marketer of the Year

This award recognizes B2B leaders who demonstrate excellence in marketing strategy and company culture leadership.

Carhartt’s Kendra Lewinski was selected as this year’s B2B Individual Marketer of the Year.

Carhartt is widely recognized by consumers, but its business segment was not well known among uniform purchasing decision makers who routinely chose less expensive options. To change this dynamic, Ms. Lewinski launched Carhartt’s first B2B campaign, achieving exceptional results in six target industries.

B2B Agencies of the Year

Open to agencies of all sizes driving the growth of brands and B2B businesses that have maintained a high level of excellence, a diverse portfolio and effective implementation of business marketing solutions. This year’s winners are:

Large B2B Agency of the Year (over $25 million in annual revenue)

Gold: code and theory

Silver: Clipper

Bronze: EssenceMediacom

Mid-Size B2B Agency of the Year ($10-25 million in annual revenue)

Gold: Stein IAS

Silver: Just Global

Bronze: Prosek Partners

Small B2B Agency of the Year (Annual Revenue Under $10M)

Gold: park and battery

Silver: LUDWIG+

Bronze: SCHERMER

Big winners

Carhartt was the winningest marketer, winning a total of nine B2 awards, including eight for its “More Than a Uniform” campaign. Esquire Bank won six awards, split between its “Champions for Social Justice” and “Succeed Boldly” campaigns. Upwork won five awards and Amazon Ads, Deloitte, Embraer, EY, KPMG and SAP all took home four wins.

The most awarded agency was the Mower team with fifteen wins for work with clients including the Arthritis Foundation, Carhartt, FirstEnergy, National Grid, Rhode Island Energy and Sun Chemical. Code and Theory, Park & ​​Battery and Stein IAS each won eight B2 awards, and Bader Rutter took home six trophies.

SeeHer B2 GEM Price

The ANA SeeHer B2 Gem Award recognizes the best work that exemplifies the accurate and authentic representation of women and/or girls in B2B marketing and advertising communications. The winners of the B2 GEM Award 2024 are:

• Gold went to Deloitte for “Deloitte x WNBA: Proud Sponsor of Professional Women Around the World”
• Silver was awarded to Grant Thornton and Wasserman for “The Grant Thornton Invitational – Two tours”. A competition.
• Bronze was awarded to Ipsos for “The Path”

The top awards were reviewed and scored by a panel of judges comprised of B2B executives from ANA member organizations, representing the highest standards of talent and expertise in strategic, creative and effective business marketing. The overall awards were awarded by a jury of more than 250 business marketing professionals.

A full list of 2024 B2 Prize winners is available here.