FactSet and VSA Partners take top honours at 2025 ANA B2 Awards

FactSet Research Systems Inc. and its agency partner VSA Partners were named Best in Show at the 2025 ANA B2 Awards for their campaign Not Just the Facts, recognised as the standout brand activation in this year’s programme.

The winners were announced at the Masters of B2B Marketing Conference in Naples, Florida. The Association of National Advertisers (ANA) B2 Awards celebrate the most impactful and creative B2B marketing campaigns of the year, judged across 44 general categories and five top awards.

The FactSet campaign was selected for its strategic execution, creative excellence and measurable impact, earning the highest accolade from the judges.

Code and Theory, Mower lead agency winners

Two agencies emerged as top performers in terms of award volume: Code and Theory and Mower, both taking home 12 awards each. Code and Theory led with nine Golds, including recognition for its work with Qualcomm, Amazon Ads and ETS. Mower earned Gold for Midsize Agency of the Year.

SCHERMER was awarded Small Agency of the Year (Gold), while Code and Theory was named Large Agency of the Year.

Top agency honours:

• Large Agency of the Year

  • Gold: Code and Theory

  • Silver: Transmission

  • Bronze: Just Global

• Midsize Agency of the Year

  • Gold: Mower

  • Silver: Park & Battery

  • Bronze: Stein

• Small Agency of the Year

  • Gold: SCHERMER

  • Silver: The Ricciardi Group

  • Bronze: LUDWIG+

Other high scorers included Marketbridge and Stein (7 awards each), and Bader Rutter and BBDO (6 each).

Carhartt and Amazon among top-performing campaigns

Carhartt’s For Crews Who Make the Holidays campaign, created with Mower, was the most awarded single campaign with six wins. Other notable multi-award campaigns included in the B2 Awards:

• Reimagine the Possible (Exel Composites / TRUE) – 4 awards

• Sleep With Rain (AT&T / BBDO LA) – 4 awards

• Matches Are Made with Amazon Ads (Amazon Ads / Code and Theory) – 3 awards

• Born of the Bond (Zoetis / Bader Rutter) – 3 awards

• By America’s Side (Mack Trucks / Stein / Office of Experience) – 3 awards

Among client brands, Carhartt received the most wins (7), followed by Amazon (6), ServiceNow (5), AT&T (4), Mastercard (4), and Qualcomm (4).

B2 Awards recognise diversity in B2B marketing

The B2 GEM Award, which celebrates accurate and inclusive portrayals of women and girls in B2B marketing, went to:

• Gold: Intuit QuickBooks x Street You Grew Up On (Initiative)

• Silver: Women on the Move Podcast (J.P. Morgan Chase / Magnet Media)

• Bronze: Surf’s Up at Future Proof (intelliflo / Intention.ly)

Esquire Bank’s Kyall Mai named top B2B marketer

Kyall Mai, SVP and chief innovation officer at Esquire Bank, was named Individual B2B Marketer of the Year.

Final judging was carried out by a panel of senior marketing executives from Mastercard, Deloitte, Broadridge, Siemens Healthineers and other major brands. The B2 Awards panel reviewed top-scoring entries from more than 300 initial judges.

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