Stein, formerly Stein IAS, rebrands to lead the future of B2B marketing

Today, Stein, formerly known as Stein IAS since its 2015 merger with IAS B2B Marketing, unveiled a new brand identity and positioning that both strengthens and simplifies its business as a leader in B2B marketing. The agency’s vibrant new look and shortened name differentiate it from its competitors and highlight the creative and go-to-market innovation at the core of the business. Stein has been part of the next-gen creative, tech and media group MSQ Partners since 2015 and anchors its B2B offering, serving as strategic platform for growth in B2B.

In concert with the rebrand, Stein is set to announce new creative and account leadership, a bespoke-for-B2B influencer practice and will launch the first Brand-to-Demand Maturity Study in partnership with ANA at the Masters of B2B Marketing conference on June 2. The study is an amplification of Stein’s Brand-to-Demand Experience (BDX™) Model that launched at the Cannes Lions International Festival of Creativity in 2024. 

“We’ve been in this business for over 50 years,” said founder and chairman Tom Stein. “As important as our staying power is, it’s even more important that we keep our brand and offering fresh and in sync with B2B’s direction of travel. B2B is moving from somewhat invisible to highly visible — in fact, the Brand Finance Most Valuable B2B Brands Index that released today shows that nearly half of the world’s most valuable brands overall are now B2B. It’s always been my view that B2B is the backbone of the global economy and a marketing force to be reckoned with. I have publicly stated many times that we’ve entered ‘The B2B Decade.’ Our goal at Stein is audacious: we want to be the B2B agency of choice in The B2B Decade and for decades to come.” 

“Since I joined the company early this year,” said Kate MacNevin, Global CEO of Stein and Executive Director of MSQ B2B, “I have been energized by redefining the way we think about B2B. What’s come through in my conversations with clients is that they are looking for a brand-to-demand marketing partner that will collaborate with them to push through bold ideas, campaigns and solutions that are focused on their top and bottom line.

“With the rebrand, we’re looking to capture this essence through the way we show up as Stein. Our evolution points to a bright future and spells out how we want to show up as a global agency brand, both for ourselves and for our clients. It’s also important to note that at a time of agency consolidations and the elimination of iconic agency brands in B2B as well as B2C, we are doubling down on our brand, our values and culture, and the special spirit that has long made Stein a B2B leader. Today, we are Stein loud and proud — for our next 50 years and beyond.”

The brand refresh comes on the heels of several innovations for Stein, in addition to its groundbreaking BDX Model. Stein is launching a unique, proprietary AI platform to amplify and accelerate BDX. The agency is also working closely with LinkedIn, ANA, IAA, LIONS and WARC on a “Future of B2B Buying” initiative, including global research and the development of a new mental model for B2B marketing going forward. 

Stein also launched the award-winning “By America’s side” campaign with Mack Trucks to major success. Among the highest-performing campaigns in Mack’s history, it features the brand’s iconic bulldog mascot, Mack, and has resonated deeply with Mack’s audiences, impacting not just sales but the company’s own pride in the brand.”

Stein’s clients include Mack, Lexmark, Juniper Networks, HSBC, BD (Becton Dickinson), HCLTech, Wolters Kluwer, Celonis, U.S. Bank and other category leaders. The agency was recently named Agency of the Year at the ANA B2 Awards and Global ACE Awards. This June, Stein will prominently sponsor the first-ever LIONS B2B Summit in Cannes. The half-day program will highlight the biggest narratives for the industry, and Stein will have a prominent on-stage role.