In an industry often bogged down by acronyms and risk-aversion, Stein’s rebrand offers a sharp lesson in strategic clarity. Dropping the “IAS” from its name, the 52-year-old agency signals a return to its roots—with a nod to strength (“Stein” means “rock” in German)—while stepping confidently into a future defined by creativity and brand leadership in B2B.
This is more than a facelift. With the arrival of Kate MacNevin as global CEO, a vibrant new identity, and a sharpened focus on unifying brand and demand through its BDX model, Stein positions itself not just as relevant, but essential for the so-called “B2B Decade.” It’s a timely reminder that B2B buyers are humans too—and they crave stories, not specs.
Key Takeaways:
- Name change from Stein IAS to Stein signals clarity, strength, and legacy.
- New leadership with Kate MacNevin marks a strategic creative and operational pivot.
- BDX model reinforces a unified brand-to-demand approach in B2B marketing.
A rebrand done right isn’t about new fonts or louder colours—it’s about sharpening your strategic intent. Stein proves that when legacy meets leadership and simplicity aligns with ambition, a brand can not only stay relevant but also lead its category into the future.
