ANA Reveals Winners of the 2026 B2 Awards

FIS “Money in Harmony” Awarded Best in Show, Unisys and Code and Theory Lead in Total Wins

Chicago, IL. – June 4, 2026— The Association of National Advertisers (ANA) today announced the winners of the 2026 B2 Awards, honoring the best of business-to-business marketing. The awards span categories such as A.I./Emerging Technologies, Demand Generation, Content Marketing, and more. The awards were presented during the 2026 ANA Masters of B2B Marketing Conference in Chicago, IL.

This year marks the 50th anniversary of the ANA B2 Awards, celebrating five decades of honoring excellence in business-to-business marketing and the work that continues to set the standard for innovation, creativity, and results.

"The B2 Awards continue to showcase the growing influence of marketing as a strategic growth driver in B2B.  What distinguished this year's winners was their ability to combine bold creativity, emerging technologies, and measurable outcomes to conquer difficult strategic and/or commercial business challenges. At a time when expectations of marketing have never been higher, these companies or brands are setting standards of excellence. Simply put, they are demonstrating the critical role B2B marketing plays in driving genuine enterprise value.”  -- Dean Aragon, Chairman of the Board, ANA

The Best in Show went to FIS with agency partner Sid Lee, USA for "Money in Harmony," a bold video marketing campaign that dramatized the financial chaos businesses face without integrated fintech solutions. By reversing the traditional marketing funnel and using highly targeted storytelling across connected TV, LinkedIn, and YouTube, the campaign increased demand and lead-generation effectiveness by 57%, generated $26 million in attributable contract value, and delivered a remarkable 700% ROI on a $6 million media investment.

 Additional major wins included:

  • Code and Theory lead the agencies with 16 awards, followed by Park & Battery with 13 and Mower with 7 awards.
  • Unisys earned the most brand wins with 7 awards.
  • Esquire Bank won 6 awards with agency, Park & Battery.
  • Carhartt achieved 5 awards among brands.
  • Brands Microsoft, Roto-Rooter, T-Rowe Price, and Workday all received 4 awards each.

 "As we celebrate the 50th anniversary of the B2 Awards, we are recognizing more than exceptional campaigns—we are celebrating five decades of innovation, creativity, and leadership that have helped shape the evolution of B2B marketing. This year's winners demonstrate that the most effective B2B marketing is not only data-driven and performance-focused, but also deeply human, emotionally resonant, and capable of creating lasting business impact. Their work represents the very best of where our industry is today—and where it is headed next." -- Dagmara Szulce, EVP, ANA B2B Practice

Special Honors

B2B Agencies of the Year
Awards to agencies of all sizes driving growth for B2B brands and enterprises that have demonstrated a sustained high level of excellence, a diverse portfolio of expertise, and the effective implementation of business marketing solutions and thought leadership in B2B marketing. The honors were awarded to:

Small Agencies of the Year (50 or less full-time staff)

  • Silver: LUDWIG+
  • Bronze: Lesniak Swann

Midsize Agencies of the Year (50-100 full-time staff)

  • Gold: Park & Battery
  • Silver: Traction
  • Bronze: Stein

Large Agencies of the Year (Over 100 full-time staff)

  • Gold: Transmission
  • Silver: Code and Theory
  • Bronze: TBWA\Chiat\Day Los Angeles

 

ANA GEM Award
The ANA B2 GEM Award will honor the top creative and impactful work that exemplifies the best in class accurate and authentic portrayal of women and/or girls in B2B marketing and advertising communications. The honors were awarded to:

  • Gold: Mastercard for “Transforming Cities: Empowering Inclusive Public Transit for All”
  • Silver: Esquire Bank and Park & Battery for “Champions of Social Justice”
  • Bronze: Protiviti and Mike Hall for “Protiviti It's Earned Campaign”

 
Judging Process
The 2026 B2 Awards followed a rigorous two-round evaluation:

  1. Main Round: Judged by 290 agency and client-side leaders, selecting Gold, Silver, and Bronze winners.
  2. Top Jury: A panel of 12 C-suite marketing leaders chose the winners of Top Awards and Best in Show.

 2026 Top Jury Members Included:

  • Dean Aragon, CEO and Vice Chairman, Shell Brands International
  • Vincent Bahk, Senior Vice President, Marketing, FIS
  • Toni Clayton-Hine, Chief Marketing Officer, Americas, EY
  • Jennifer Downes, Head of Global Digital Marketing Transformation, Lenovo
  • David Galbraith, Vice President, Global Brand and Marketing, Mack Trucks
  • Alissa Gavrilescu, Managing Director, Segment Marketing and Messaging Strategy, CIGNA Corporation
  • Dipti Kachru, Chief Marketing Officer, Broadridge Financial
  • Heather Malenshek, Senior Vice President and Chief Marketing Officer, Land O'Lakes
  • Don McGuire, Executive Vice President and Chief Marketing Officer, Qualcomm
  • Kim McNeil-Downs, Managing Director, Brand, Marketing, and Communications, Deloitte
  • Lisa Maxwell, Vice President, B2B Marketing, Mastercard
  • Melissa Washko, Chief Brand Officer, GE Aerospace

The complete list of winners in the 2026 B2 Awards competition, and additional program details can be accessed at www.b2awards.com.

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ABOUT THE B2 AWARDS
As part of the ANA's mission to set the agenda for growth, the ANA B2 Awards celebrate the best of business-to-business marketing-work that demonstrates the power of strategy, creativity, and results to drive meaningful growth. Recognized as the industry's premier B2B marketing honor, the program spans categories including brand building, demand generation, account-based marketing, and digital transformation. Winners represent the highest standard of excellence, as judged by a distinguished panel of industry peers.

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.