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 ANA (Association of National Advertisers) accelerates growth for marketing professionals, brands, and the entire industry. With a mission to shape the future of marketing, the ANA sets the agenda for the industry, connecting its members to unparalleled expertise, industry-leading resources, and an influential global network. Representing over 1,600 companies — including 1,000+ client-side marketers, 600 marketing solutions providers, and 20,000 brands — ANA members collectively influence $400 billion in annual marketing spending. By championing the 12-point ANA Growth Agenda and the CMO Growth Council, the ANA drives actionable change, empowers marketers, shapes the marketing ecosystem, and delivers exceptional experiences at every touchpoint. Since 1910, the ANA has been setting the agenda for industry transformation. It enables marketers to advance their ambitions, make better decisions, and create lasting impact for their organizations and the industry.