[Skip to Content]

ANA B2 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.

Gender inequality is the one inequality that is truly global in scope.

Yet, we know that marketing and media can create impactful change by addressing how women and girls are portrayed in advertising and marketing content.

Given this, the ANA’s SeeHer initiative, whose mission is to drive the accurate portrayal of women and girls in media, advertising, marketing and entertainment, has created a unique opportunity for all B2 Award applicants –
The ANA B2 GEM Award.

Spotlight on the 2025 B2 GEM Award Winners

Gold: Intuit with Initiative and Mediabrands Content Studio for "Intuit QuickBooks x Street You Grew Up On"
Silver: JP Morgan Chase and Magnet Media, Inc. for "J.P. Morgan Chase Women on the Move Podcast"
Bronze: intelliflo and Intention.ly for "Surf's Up at Future Proof: intelliflo Rides the Wave of Innovation!"

 

B2 GEM Award Eligibility
Any submission into the 2025 B2 Awards was also able to enter the B2 GEM Award. A simple check box was available in the entry system to have your submission(s) considered for this award. Only the highest scoring submissions within their main B2 Award category(s) in the B2 main round of judging were contenders for a B2 GEM Award. B2 GEM Award submissions had their creative work go through the GEM® testing process to provide a shortlist of finalists, with the B2 GEM Awards going to the top 3 contenders achieving the highest GEM® scores.

B2  GEM® Awards finalists received a full GEM® Report on their submission(s) which provided insight into the key themes and drivers of their GEM® Score.


Creative Requirements for a B2 GEM Award Submission: 

  • All executions had to include women and/or girls (animated/virtual humans not applicable) 
  • ONLY video creative was to be submitted - any type of VIDEO creative was acceptable. (linear, digital, or social)   
  • Single, isolated, stand-alone unique full-form execution(s) as it ran in market - as the target audience experienced it - is required.  (Edited versions, compilation/sizzle reels are not acceptable)
  • Each individual video creative example could not exceed two minutes.
  • Up to 2 examples were allowed

GEM® Background
ANA SeeHer’s mission is to accurately portray all women and girls in marketing, advertising, media and entertainment so they see themselves as they truly are and in all their potential. The average age, race, body type and other aspects of women's identity depicted in media represent just a small fraction of the female population. Launched in 2016 in partnership with The Female Quotient (TFQ), the SeeHer movement is an unprecedented coalition of marketers, agencies, and media companies harnessing the collective power of the entire marketing and media ecosystem to make a positive change and set a new industry standards.

To help benchmark success in creating this positive change, ANA SeeHer spearheaded the development of the Gender Equality Measure (GEM®), the first research methodology that quantifies gender bias in ads and programming. GEM® has become the global gold standard for measuring unconscious bias, with over 200,000+ ads tested in markets that represent 87% of worldwide ad spend.

High GEM® scoring ads has also been proven to drive business growth:
• Ads with positive GEM® scores drive purchase intent by 43% among total and female consumers.
• High GEM® scores equal a 51% increase in brand reputation.
• High GEM® scoring ads drive sales ROI by up to 10x.

 

To learn more about GEM and SeeHer, please visit: www.SeeHer.com