Simantel Named an Ad Age B2B Awards Honoree

Simantel Named an Ad Age B2B Awards Honoree

Simantel's winning campaign uses profanity for a purpose.

Simantel was named a 2016 B-to-B Best honoree by the leading publication in advertising, Ad Age, for a recent collaboration with Cat® EMSolutions.

The attention-grabbing “Swear by Equipment Management” campaign shows how Cat Equipment Management Solutions (EMSolutions) can help customers maximize profitability while minimizing the need for four-letter words (such as “idle” and “cost”…  as well as some not safe for work language uttered in frustration).


The B-to-B Best Awards celebrate the most innovative and creative work produced by B-to-B marketers and their agencies across the full spectrum of media, from print and online to outdoor and experiential. Campaigns were judged by Ad Age editors on their creative merits.

This campaign won three Gold American Advertising Awards.

Here’s what our executive creative director, Maggie, had to say about the work:

“Our Caterpillar clients let us take a risk with this one, and it really resonated with their customers. We didn’t want our message to lead with technology; we wanted to lead with what customers are facing everyday. Speak to them in their own language. And let’s face it, their tone changes if they’re not as profitable as they should be.

It’s always exciting to deliver big for your clients. Gaining recognition from Ad Age again proves that there’s powerful work being done in Peoria.”

For the full list of winners visit