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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

This year's program featured 23 categories ranging from Influencer, Experiential, and Promotional Marketing to National Consumer Brand Activations and Shopper/Retailer Specific Marketing. This year also featured six new categories including: Innovative Commerce Marketing, Challenger Brand Marketing, Seasonal/Holiday Marketing, and Sports or eSports Marketing.

ANA Driving Growth for Brand Activation Marketers

ANA members represent some of the most powerful and influential brands in the world. Our mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. We focus relentlessly on driving growth by fueling smarter marketing and leading industry change.

The ANA’s Brand Activation Division is thoughtfully crafted to reflect today’s core disciplines of brand activation marketing practices – Commerce, Content, Experiential, Influencer, Promotion and Relationship Marketing. Brand Activation is 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. ANA’s Brand Activation Division provides proven, practical, forward-leaning member resources you need now to make critical decisions today to fuel your business results and grow enduring brands.

ANA Brand Activation Partners include: