Results were revealed at The Drum Awards Festival. Taking home the President’s Award was Fight or Flight for its Hi Vis Stress Vest, created for St John Ambulance.
The Drum Awards for B2B 2025 celebrated the smartest thinking, sharpest creativity and most effective business marketing of the year.
The winners of this year’s top prizes were revealed at The Drum’s annual Awards Festival. If you missed the show, you can watch it on demand now on The Drum TV.
From AI-powered innovation and high-performing demand generation to breakthrough craft, PR and business transformation, this year’s winners demonstrated the power of B2B creativity to drive outcomes and reshape industries.
Chairing the B2B Awards this year was Karen Feldman, SVP and chief marketing officer at Iron Mountain, with support from Wanda Ni Laighin, vice-president of global marketing at SAP LeanIX and SAP Signavio, as vice-chair. The jury panel included representatives from the Financial Times, Sky, Oracle and WeTransfer.
Judges praised the strategic clarity, creative bravery and commercial effectiveness of the work.
Taking home the Grand Prix were Area 23, an IPG Health Company, for its Kyikatêjê campaign, and Boulder Creative Studios & SCIEX for Demand Proof. Meanwhile, Fight or Flight took home the President’s Award for its Hi Vis Stress Vest created for St John Ambulance, which aimed to get builders to open up about their mental health.
You can read the full list of winners below and read the stories behind the winning work on our Case Studies hub
Gold: Kyikatêjê by Area 23, an IPG Health Company, for Gavião Kyikatêjê FC
Gold: Demand Proof: A skeptic’s dream product launch by Boulder Creative Studios for SCIEX
Gold: The Hi Vis Stress Vest by Fight or Flight for St John Ambulance
Gold: The Hi Vis Stress Vest by Fight or Flight for St John Ambulance
Silver: Kyikatêjê by Area 23, an IPG Health Company, for Gavião Kyikatêjê FC
Silver: Fixables by LePub for Philips
Bronze: The Campaign to End Single-Use Data by Fight or Flight for NetApp
Gold: Liberate finance, accomplish more, by LogicLogicMagic for Soldo
Silver: Better with Omotenashi by Transmission for JCB Europe
Bronze: UBS: Craft Matters by Bloomberg Media Studios for UBS
Bronze: How Datarails became #1 FP&A brand in the mid-market by Datarails
Gold: Flourish in the City by Addleshaw Goddard
Silver: From Quantity to Quality: Unisys’s AI-Driven Lead Generation Revolution by Unisys
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Gold: Bebeclub AI Poop Tracker by Eyden Indonesia (Part of Volare) for Danone Specialized Nutrition Indonesia – Bebeclub
Silver: Agents of Change by Intercept for HP
Bronze: What if you could finish a marathon before it had even started? by Fifty Five and Five for TCS
Gold: Don’t let good ads go to waste by LinkedIn
Bronze: Power To Move Your Business by Transmission for Qualcomm
Bronze: Flex-ray, the future of movement health, by MRM UK for Cigna Healthcare
Gold: Amazon Ads: Matches Are Made With Amazon Ads by Code and Theory for Amazon Ads
Silver: Carhartt For Crews Who Make the Holidays by Mower for Carhartt
Bronze: Liberate finance. Accomplish more – The Demand Gen journey to accomplishment by LogicLogicMagic for Soldo
Bronze: Now, that’s better! The Croc by BetterHelp Business
Gold: Delphi: Masters of knowledge by Fox Agency for Delphi
Gold: High-impact campaign drives huge ROI for KBR’s carbon footprint software by Lesniak Swann for KBR
Gold: Power Play: How Iberdrola Energised Global Audiences Through Gamified Storytelling by Financial Times for Iberdrola
Gold: Removing Carbon for Good: Launching Elimini to the World by Stein for Elimini
Gold: The DNA Problem by Fight or Flight for DrDoctor
Silver: AZ and Emota: Redefining B2B Engagement at ASCO 2025 by Emota for AstraZeneca
Bronze: ICU Medical PlumDuo – ‘Confidence’ by Mower for ICU Medical
Gold: Chefluencer: Harnessing Online Food Culture for B2B Growth by Greenpark for Unilever Food Solutions
Silver: The Desk Break Clause by Golin for Asics
Bronze: Tested to Trusted by Michelin & Signal Theory for Michelin
Gold: The Connection Test by Golin for SquareTrade
Silver: Clicking with Brokers… Pen’s Humor-Driven LinkedIn Campaign by Free for Pen Underwriting
Gold: Born of the Bond by Bader Rutter for Zoetis
Silver: By America’s side: Driving Mack Trucks Forward into the Future by Stein for Mack Trucks
Bronze: Shape the future with confidence – EY brand repositioning campaign by EY Global
Gold: DHL Eurocup 2025 – 72-hour football & cheer tournament for 2,800 employees by brand brewery for DHL Express
Silver: Don Papa Rum: Turning Internal Comms Into an Award-Winning Show by Middle Table for Diageo
Gold: Canny use of content drives 140x ROI on limited budget by Lesniak Swann for Promat
Silver: ICU Medical PlumDuo – ‘Confidence’ by Mower for ICU Medical
Gold: Reimagine the Possible by True for Exel Composites
Silver: Feel the Energy: Powering a Movement with Makita by Dentsu B2B for Makita
Bronze: Those who dream of transformative flight, love E2 by Gravity Global for Embraer Commercial Aviation
Gold: Pub Succession by LePub for Heineken
Silver: Starring Bars by LePub for Heineken
Bronze: Reimagine the Possible by True for Exel Composites
Gold: Heinz Verified – Trailblazing B2B Media with Uber Eats Collaboration by Nectar First for Kraft Heinz – Away From Home
Silver: AT&T Business x Bloomberg’s The Circuit by Hearts & Science for AT&T Business
Bronze: This Is Precision AI by Just Global for Palo Alto Networks
Bronze: Cloud Realities, Real Relationships by Capgemini
Gold: From cutthroat to kindness… leadership-led creative content transforming law sector by Aurora for Weightmans
Silver: Delphi: Masters of the (automotive) universe by Fox Agency for Delphi
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Silver: Thomson Reuters: Clarifying the Complex in the Age of AI by Code and Theory for Thomson Reuters
Gold: Kyikatêjê by Area 23, an IPG Health Company for Gavião Kyikatêjê FC
Silver: Phinia: Journey to tomorrow by Fox Agency for Phinia
Gold: Pub Succession by LePub for Heineken
Silver: By America’s side: Driving Mack Trucks Forward into the Future by Stein for Mack Trucks
Gold: Demand Proof – creating the world’s first bullshit button for scientific marketing by Boulder Creative Studios for SCIEX
Silver: McNeilus Revolutionizing Refuse by Mower for McNeilus Trucking
Bronze: A’Maison: The House of Amazon at Cannes Lions 2025 by Salt Productions & Pinch Creative for Amazon Ads
Gold: How humour helped challenger brand Axair lead a creative revolt by Lesniak Swann for Axair
Silver: Creative Humor: Your Ultimate Customer Service AI Wingman – 2025 Big Game Commercial by Nice
Bronze: Flourish in the City by Addleshaw Goddard
Gold: The Hi Vis Stress Vest by Fight or Flight for St John Ambulance
Silver: Table for One by Fight or Flight for Lightspeed
Gold: Datarails: How we won engagement in the CFO’s Office (on LinkedIn) by Datarails
Bronze: Nissan: Nano Takes Proud by Robinson + Partners for Nissan
Gold: Kyikatêjê by Area 23, an IPG Health Company, for Gavião Kyikatêjê FC
Bronze: Growth in Motion: Tarwo Konbloa by HMH
Gold: Heinz Verified – Trailblazing B2B Media with Uber Eats Collaboration by Nectar First for Kraft Heinz – Away From Home
Silver: Driven Together – Infobip and MoneyGram Haas F1 Team Revolutionize the Fan Experience by Infobip
Gold: Demand Proof – A skeptic’s dream product launch by Boulder Creative Studios for SCIEX
Silver: It’s not magic. It’s Evo by Rooster Punk for The Access Group
Bronze: Removing Carbon for Good: Launching Elimini to the World by Stein for Elimini
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Gold: Work Happily Ever After – Transforming a Legacy Brand by Thinksmart Marketing for Fujifilm Business Innovation Australia
Silver: Better with Omotenashi by Transmission for JCB Europe
Silver: Making Space for Incredible by Transmission for AutoStore
Bronze: Liberate finance. Accomplish more by LogicLogicMagic for Soldo
Bronze: Not Just a Relaunch, But a Lasting AI Sovereignty Movement by EnterpriseDB (EDB)
Gold: The Beauty of Tomorrow, Today by Differentiated for Capgemini
Silver: Reimagine the Possible by True for Exel Composites
Bronze: Creative content drives huge x1080 ROI for Finning by Lesniak Swann for Finning UK and Ireland
Bronze: The Now Way to Network by Stein for Juniper Networks
Gold: Qualcomm: Enabling the Future of AI and IoT by Code and Theory for Qualcomm
Silver: The Campaign to End Single Use Data by Fight or Flight for NetApp
Bronze: AT&T Business x Bloomberg’s The Circuit by Hearts & Science for AT&T Business
Bronze: The Now Way to Network by Stein for Juniper Networks
Gold: Seeing the Unseen by Capgemini
Silver: Fixables by LePub for Philips
Gold: AI You Can Trust by Brands2Life for Qlik
Silver: Beyond the AI Gold Rush by SAS Institute
Bronze: Brand Impact Index by PA Consulting
Silver: Real-Time Revenue Intelligence by Ziggy for Canon
Bronze: Love at First Insight by Unisys