ANA Announces 2024 B2 Award Winners

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

The shortlist of finalists in contention for Gold, Silver, and Bronze awards in thirty-nine categories were also presented at the gala ceremony in Naples, FL.

Best In Show

Workday achieved 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 enterprise software leader. By celebrating the often-overlooked contributions of B2B professionals as business rock stars, the campaign increased brand consideration by 65% and led to a 50% upswing in lead growth. The strategic shift also enhanced investor perceptions, resulting in a 21.3% increase in share price.

Top Awards

B2B Individual Marketer of the Year

This award celebrates B2B leaders who demonstrate excellence in marketing strategy and leadership in corporate culture.

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

Carhartt is widely recognised by consumers, but its business segment was not well known among uniform purchasing decision-makers who routinely chose cheaper options. To change this dynamic, Ms. Lewinski launched Carhartt's first B2B campaign, achieving outstanding results across six target industries.

B2B Agencies of the Year  

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

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

Gold: Code and Theory

Silver: Mower

Bronze: EssenceMediacom

Midsize B2B Agency of the Year (10-$25 million annual revenue)

Gold: Stein IAS

Silver: Just Global

Bronze: Prosek Partners

Small B2B Agency of the Year (Under $10 million annual revenue)

Gold: Park & Battery

Silver: LUDWIG+

Bronze: SCHERMER

Overall Top Winners

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

The most awarded agency was the team at Mower with fifteen wins for work done 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 secured eight B2 Awards, and Bader Rutter took home six trophies.

SeeHer B2 GEM Award

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

• Gold was awarded to Deloitte for “Deloitte x WNBA: Proud sponsor of professional women everywhere”
• Silver was awarded to Grant Thornton and Wasserman for “The Grant Thornton Invitational – Two tours. One competition.”
• Bronze was awarded to Ipsos for “The Path”

Top Awards were reviewed and scored by a jury of B2B executives from ANA member organisations, representing the highest standards of strategic, creative, and effective business marketing talent and expertise. General awards were judged by a jury of more than 250 business marketing practitioners.

A full list of 2024 B2 award winners can be found here.