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About the Awards

Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best brand activation marketing campaigns activated by brands and agencies. The name – REGGIE – was originally chosen because it symbolizes results by "making the cash register ring" with consumers. The Super REGGIE recognizes the highest level of achievement and is awarded to the "best-in-class" from the Gold category winners. It is the most honored award in the Brand Activation industry, recognized as the crème de la crème in the marketing world.

Today, there are 23 REGGIE Award categories which have evolved over the years to stay current with the rapid changes and advancements in our industry. The categories range from national and local campaigns with different budget levels, down to specific discipline options. These discipline categories include: Experiential, Promotion, Relationship, Content, Shopper/Retail, Influencer Marketing focused campaigns and many others.

Eligibility for 2021 REGGIE Awards

ANA member and non-member companies, their agencies, vendors, or their media companies may enter. Campaigns must have run between January 1, 2020 and December 31, 2020.

Award Categories and Recognition

For a full list and descriptions of the categories, please click here.

Companies/agencies/media companies are welcome to submit multiple entries within a category or across multiple categories.

Super REGGIE - A separate, hand-picked panel of judges will review the Gold winning entries to select the Super REGGIE Winner, the best campaign across all categories.

The winners are then recognized by the industry during the REGGIE Awards Gala at the annual ANA Brand Activation Conference.


Over 200 judges of Director/VP level or higher industry experts score each entry based on the following criteria:

  1. Is the strategy in line with the insights and goals?
  2. What is the level of concept originality?
  3. How well were the materials integrated and activation executed? (Specific to the category)
  4. How strong were the results, and did they achieve business objectives? (Volume/Share/Profit)
  5. How well did the activation build the brand and align with the overall brand strategy?

Judges of the REGGIE Awards are chosen based on their experience and expertise level. Each judge will review a minimum of 10 entries and each entry will be seen by at least 8 different judges. Entries are sent through three rounds of judging in order to achieve the most accurate scores.


The ANA shall have the right to publicize the submissions and their submitters for promotional and educational purposes.

Entry Fees: 2021

An entry fee is required for each submission for each individual campaign.

ANA Member Rate:
  • Early-Bird (October 26, 2020): $595 per entry
  • Standard (Janurary15, 2021): $695 per entry
  • Final (January 29, 2021): $795 per entry
Nonmember Rate:
  • Early-Bird (October 26, 2020): $795 per entry
  • Standard (January 15, 2021): $895 per entry
  • Final (January 29, 2021): $995 per entry

New entrants (from companies which have not entered in the past three years) will receive a discount of $100 off each entry's fee.