ANA Announces Gold, Silver, and Bronze Winners For The 2020 REGGIE Awards


Campaign Created by VMLY&R Takes Top Honor

 

A brand activation campaign for the Tennessee Department of Tourist Development, created by VMLY&R, has won the top prize — the Super REGGIE — in the 2020 ANA REGGIE Awards competition.

The award was presented June 5 at the ANA REGGIE Awards Virtual Half-Day Conference. In mid-May, 69 gold, silver, and bronze REGGIE awards were presented to brands and their agencies honoring the best Brand Activation marketing campaigns of 2019 across 23 different categories. Among marketers, Frito-Lay took home the most Gold, with 3, with Eaton, Pepsi, Oreo and Burger King each winning 2. Among agencies, Jack Morton, 360i, FCB and The Marketing Arm each won 2 Golds.

Categories in the overall competition included experiential, digital/social media, sponsorship, influencer, brand purpose, content, B2B, and age-specific campaigns. The competition included campaigns with budgets ranging from less than $250,000 to more than $3 million.

 

The award name, REGGIE, was originally chosen because it symbolizes results by “making the cash register ring” with consumers. The 37th annual Super REGGIE award recognizes the highest level of achievement and is awarded to the “best in class” from the more than 20 Gold category winners.

More than 200 judges — industry experts at director/VP level or higher — scored each entry based on the following criteria:

  • Is the strategy in line with the insights and goals?
  • What is the level of concept originality?
  • How well were the materials integrated and activation executed? (Specific to the category)
  • How strong were the results, and did they achieve business objectives? (volume/share/profit)
  • How well did the activation build the brand and align with the overall brand?

A full list of REGGIE award winners can be found here: https://www.ana.net/2020ReggieWinners.



Featured Winners

Achieving a REGGIE Award signifies powerful work selected by a jury of industry leaders as a best-in-class example of Brand Activation — marketing that both builds a brand’s image and drives a specific consumer action through one or more of six identifiable disciplines. These disciplines help bring a brand to life by connecting and interacting with the consumer on a personal level.

Here is a sampling of recent REGGIE winning work: 

#eyeslipsface TikTok Campaign
e.l.f. Beauty & Movers+Shakers
A Very Brady Renovation
HGTV & Superjuice
S'more Out of Summer
L.L.Bean & Jack Morton
Cheetos House of Flamin' Haute
Frito-Lay & The Marketing Arm
 
Teen Summer Challenge
Planet Fitness & Barkley
OREO x Game of Thrones
OREO & 360i
Happy Hypothesis
International Dairy Queen & Barkley
Ally+MONOPOLY®
Ally Financial & Anomaly
 

Criteria

What does is take to win a REGGIE Award? Each entry is judged and scored on the criteria below:

  • Is the strategy in line with the insights and goals?
  • What is the level of concept originality?
  • How well were the elements integrated and activation executed?
  • How strong were the results, and did they achieve business objectives? (volume/share/profit)
  • How well did the activation build the brand and align with the overall brand?

 

2020 REGGIE Awards

The 2020 REGGIE Award Winners were announced on May 15th at an exclusive virtual event attended by hundreds of industry marketers. A total of 69 Gold, Silver & Bronze awards were presented to top agencies and brands for the best Brand Activation marketing campaigns of 2019 across 23 different categories. The year’s best in show award – The Super REGGIE – will be revealed on June 5th.

Award Winning Insights + Thought Leadership

ANA Award winning work provide marketers inspiration, insight and learning – key ingredients for personal and professional growth. Explore our content portfolio featuring our REGGIE Award winners to gain insight into best practices via event recaps, thought leadership POVs, case study presentations and more.

Marketing Maestros Blog
Be an Outsider at Work
L.L. Bean + Jack Morton Worldwide

Insight into “WestJet Christmas Miracle: Uniting Through Traditions”
WestJet Airlines + studio m

Exclusive for ANA Members:

Case Studies
“Built with Chocolate Milk: Your Favorite Athlete’s Secret Weapon”

MilkPEP + Weber Shandwick

“Swedish Fish Shark Week Program” Mondelēz International + Phoenix Creative Co.

View all REGGIE Award Winning case studies

Event Presentation Recaps “Innovation with Influencers” National Influencer Marketing Conference, Nov. 2019 Liquid-Plumr + Reach Agency

“State Farm Music and the Neighborhood of Good” Experiential Marketing Committee, Aug. 2019 State Farm + The Marketing Arm