Brand Activation

We have everything you need in Brand Activation

On July 1, 2014, the Brand Activation Association (BAA) became a division of the ANA. Today, we are one organization, and as thought leaders and evangelists in all the disciplines of Brand Activation we help drive industry excellence and best practices by providing the content, education and resources that allow for the best possible decisions for brands to grow. Learn more on how to be a part of the ANA brand activation network.

What is Brand Activation?

Brand Activation is marketing that builds a brand’s image and drives a specific consumer behavior. Companies are spending $600B, or 60%, of their total marketing budgets on the six Brand Activation disciplines that help bring a brand to life through connecting and interacting with the consumer: promotion marketing, retailer/shopper marketing, experiential marketing, relationship marketing, content marketing, and influencer marketing. Find out more about each discipline here.

Insights & Resources

We offer numerous resources and insights to help make you more informed about all things related to Brand Activation.


Events covering Brand Activation disciplines and related topics are a great resource to learn best practices from successful marketers and network with other professionals in the space. Events such as:


New in 2018 are three Brand Activation Committees – Relationship Marketing, Content Marketing, and Influencer Marketing – joining existing ones in Promotion Marketing, Experiential Marketing, and Shopper Marketing. These six committees are a benefit of membership with the ANA. There is no cost to join or attend quarterly meetings if you are an ANA Corporate Marketer or ANA Gold Associate level member. To see a full calendar of committee meetings, click here. Find out how to be a speaker.


The REGGIE Awards are the premier industry award recognizing the best Brand Activation marketing campaigns by brands and agencies. There are 23 REGGIE Award categories, which have evolved over the years to stay current with the rapid changes and advancements in our industry. Over 200 judges of Director/VP level or higher industry experts score each entry based on the originality of the concept, the connection of insights to goals, integration of the campaign, alignment with brand strategy, and the overall program results. If you are interested in becoming a judge, click here.

Winners of the REGGIE Awards are recognized at the annual ANA Brand Activation Conference in April in front of 300+ industry peers, and lauded as marketing leaders throughout the year via press activity, the ANA website, and presentation opportunities at ANA events. An overall “Super REGGIE” is chosen from all the top winning entrants by an elite panel of judges to represent the best of the best from the calendar year.

For Lawyers

As the brand activation and marketing landscape gets more complex, so do the laws. Find out what legal developments have to be considered as you launch brand activation and marketing campaigns. Explore our vast array of unique educational resources, conferences, networking events and opportunities for CLE credits.

Get Involved

We have a lot of ways to get involved with ANA’s offerings in the area of Brand Activation, where Members can provide thought leadership, contribute to the advancement of the industry, network with your peers and grow your business.

  • You can speak at conference or sponsor a conference throughout the year (we're always looking for qualified speakers and companies interested in sponsoring)
  • Judge the REGGIE Awards (Senior level, experienced marketers and agencies are eligible to judge the entries taking place between February and March)
  • Lead a webinar on a brand activation topic of interest to our members
  • Become a content partner to provide fresh and innovative brand activation content - research, white papers and thought leadership pieces are welcomed and exposed to the full ANA universe
  • Host an event, whether it’s a one-day Members-Only conference, share group, or committee meeting
  • Or serve on the Brand Activation Board of Advisors to provide thought leadership in various brand activation areas