ANA Announces 2024 B2 Award Winners

Workday and Ogilvy Awarded Best In Show for “The Rock Stars of Business”  
Code and Theory, Park & Battery, and Stein IAS Take Top Agencies of the Year Honors
Carhartt’s Kendra Lewinski Named B2B Marketer of the Year

Naples, Fla. (June 14, 2024)—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 recognized 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
SeeHer B2 GEM Award

The ANA SeeHer B2 Gem Award honors 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: Deloitte for “Deloitte x WNBA: Proud sponsor of professional women everywhere”
  • Silver: Grant Thornton and Wasserman for “The Grant Thornton Invitational – Two tours. One competition.”
  • Bronze: Ipsos for “The Path”

Top awards were reviewed and scored by a jury of B2B executives from ANA member organizations, 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.

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ABOUT THE ANA

The Association of National Advertisers (ANA) is the definitive voice of the marketing industry. Since 1910, we have set and advanced the agenda for marketing transformation, connecting over 1,600 member companies to an influential global network, insights and resources that drive growth. Our members represent 20,000 brands and $400 billion in annual marketing investment. Through industry-leading research, the CMO Growth Council, and our proprietary Growth Agenda and Practices, the ANA empowers marketers to shape the future of marketing and create lasting impact for their organizations and the industry.