Signal Theory Brings Home Gold at ANA B2 Awards

Signal Theory made a strong showing at the 50th annual Association of National Advertisers (ANA) B2 Awards, one of the industry’s most rigorous award programs in B2B marketing. Senior brand and industry professionals judging the work awarded the agency two Gold awards. Apex Tool Group’s GEARWRENCH SEMA 2025 activation won in the Tradeshow or Conference category, while Michelin’s “Tested to Trusted: Making Tire Technology Matter to Fleets” campaign earned recognition in the Influencer Marketing category. These wins reflect Signal Theory’s approach across all client work: creative ambition paired with real business outcomes.

Tested to Trusted: Michelin’s Influencer Strategy

Michelin’s “Tested to Trusted” activation addressed a critical gap: fleet decision-makers didn’t understand tire technology or its real-world impact. Signal Theory partnered with Adam Savage and the Tested team to demonstrate the X® Line Grip D tire through hands-on testing. Savage’s validation created a third-party credibility that transformed a simple product launch into a compelling story. The content reached audiences beyond traditional B2B channels while building belief in both the technology and the Michelin brand.

SEMA 2025: Apex Tool Group’s GEARWRENCH Experiential Trade Show Activation

Apex Tool Group’s GEARWRENCH SEMA 2025 activation transformed a trade show presence into an experiential moment. The centerpiece was a custom mobile tool truck, bringing the brand to life on the show floor. Rather than a static display, the activation invited attendees to engage directly with tools and technology – testing products, exploring the full range and creating hands-on moments that drove meaningful conversations. The activation turned casual booth visitors into engaged participants, making the GEARWRENCH brand impossible to ignore. 

“The caliber of judging and competition at this program is exceptional – these awards are a real reflection of the quality work our team is delivering,” said Joe Wilper, vice president and executive creative director at Signal Theory. “But at the end of the day, the real win is seeing our clients succeed because of the work we’ve created together.”

Adding to the Momentum

In addition to success at the ANA B2 Awards, Signal Theory also earned a Silver in the Branded Content and Entertainment Campaign category for its work on Michelin’s “Engineering Confidence” campaign at the American Advertising Federation’s (AAF) 2026 National American Advertising Awards (ADDYs). Entries must advance through local and district judging before competing at the national level, making this a significant achievement.