Traction Hits the Trifecta at the ANA B2 Awards!
By Adam Kleinberg
We’re proud to announce that Traction is a 2025 ANA B2 Award Winner!
Our team has been recognized in three powerhouse categories — one with our partners at GE Healthcare and two with Recorded Future — recognized for excellence in AI, brand identity, and integrated marketing!
The award categories we're being recognized in are:
- Corporate Identity Program - Recorded Future brand refresh
- A.I./Emerging Technologies - Recorded Future AI brand video
- Integrated Marketing Program: Large Enterprise - GE HealthCare Vscan "Know now" campaign
Traction has been a winner at the B2 Awards several times in the past, but it's been awhile—the highlight being In 2016 when we were named the Small Agency of the Year. We're looking forward to updating our B2 trophy collection!
This is not just a win—it’s a testament to what bold ideas, a future-forward mindset, and a zero-waste model can do when paired with world-class talent and clients who believe in making a meaningful impact.
These awards celebrate B2B marketing excellence. Being honored across such diverse categories is a powerful endorsement of how we combine strategy, creativity, and emerging technology to drive results.
It's also acknowledgement that b2b marketing doesn't have to be boring. B2B customers are people and as such, they have aspirations and frustrations, attitudes and perceptions, a sense of humor. Creating marketing that speaks to them on a human level has been a hallmark of our work in that category, so we're proud that it's being recognized.
We’ll be at the 2025 ANA Masters of B2B Marketing Conference, with the winners revealed at the Gala on June 3rd at the Ritz-Carlton. Whether it’s Gold, Silver, or Bronze—we’re honored to be in the winner’s circle.
We’ll be sharing behind-the-scenes insights and results from these campaigns soon. Stay tuned.
Drop us a line to celebrate with us. And if you’ll be in Naples, let’s connect!
And a huge congrats to the people at Traction — and our clients — who contributed to this recognition.
- Recorded Future AI video
Adam Kleinberg - Executive Creative Director / Traction
Perry Pickert - Director / Traction
Ben Elie - Editor, Animator & AI Specialist / Traction
Aiko Fairchild - Assistant Editor / Traction
Tim Kelly - AI Cinematographer / Traction
Joe Skopek - Creative Technologist / Traction
Pharra Perry - Producer / Traction
Brandon Herrera - Program Management Director / Traction
Lauren Evans - VP of Client Services / Traction
Kalpana Singh - SVP of Marketing / Recorded Future
Ilana Ovtchinikova - Digital Project Manager / Recorded Future
Denise Lu - Director of Product Marketing - Recorded Future Corporate Identity
Andreia Coutinho - Art Director / Traction
Andy Vera - Associate Creative Director / Traction
Jameson Spence - Digital Design / Traction
Jamie Zirkle - UX Director / Traction
Mike Ringeis - Experience Designer
Rustie Kaster - Writer / Traction
Perry Pickert - Director / Traction
Adam Kleinberg - Executive Creative Director / Traction
Eve Wakeland - Program Manager / Traction
Brandon Herrera - Program Management Director / Traction
Garrett lawrence - Client Partner / Traction
Kalpana Singh - SVP of Marketing / Recorded Future
Ilana Ovtchinikova - Digital Project Manager / Recorded Future - GE Healthcare Integrated Marketing Program
Michael Baer - Client Partner / Traction
Caroline Fish - Senior Program Manager / Traction
Diane Stember Richards - Creative Director / Traction
Karen Hutchinson - Copywriter / Traction
Austin Shaw - Animator / Traction
V.A. Lopes - PR Lead / Traction
Julia Held - Production Designer / Traction
Adam Kleinberg - Executive Creative Designer / Traction
Mary Youngbauer - Sr Director of Marketing / GE HealthCare
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