REGGIE Award Categories

Please note that many campaigns fit into multiple categories. When preparing entries, please review all the categories to find the ones that best apply to your campaign.

Artificial Intelligence - Creative Use Of AI

This category is for campaigns that used AI in their planning, strategy development, media choices, creative development, or other executional elements.  

Business-to-Business Marketing

Programs/campaigns that target businesses rather than consumers. Entries in this category should be innovative campaigns created to communicate, collaborate with or motivate another business. May include trade programs. 

Content Marketing

This category's entrants have developed or integrated content that engaged, interacted with, entertained or informed consumers to motivate a desired behavior. Work may include user-generated content, augmented reality, online and offline media, branded entertainment, gaming, narrative, social content, or other types of content, in any form.

Creativity and Innovation

Programs/campaigns that took the marketplace by storm and challenged the status quo with a Big Idea based on out-of-the-box thinking. The innovation could be in the activation idea itself or related to the way it was communicated, the technology used, or media selected. Include the risks you took in your entry, what barriers you overcame, and how you executed your original idea.

Data-Driven and Personalized Marketing 

This category celebrates campaigns that leveraged data to create highly personalized marketing experiences. Entries should demonstrate how data insights were used to tailor messaging, offers, or experiences to individual customers, resulting in stronger engagement and measurable business success.

Digital, Social, and Mobile Marketing 

This category includes programs/campaigns involving mobile and web sites, apps, geo-location strategies, email campaigns, and web-based campaigns. Programs/campaigns can be specifically designed to provide a unique online experience, or a straightforward path to purchase on a mobile device or can reward the best use of social media tools targeted to consumers as tthe primary communication tactic/strategy to reach your objectives.

Disruptor Brand Marketing

This category recognizes innovative brand activation programs/campaigns fielded by emerging, disruptor, or challenger brands competing against much larger, better funded or more established brands.

Entertainment Marketing 

Entrants in this category can demonstrate exceptional accomplishments that have significantly contributed to the promotion, resonance, and success of entertainment content, brands, and experiences. This category applauds imaginative strategies, impactful campaigns, and groundbreaking initiatives that adeptly connect with audiences, generate buzz, and elevate the profile of entertainment properties. Entries may involve any type of entertainment type or property – movies, TV,  music, online, live theater, or any other form of entertainment. 

Experiential Marketing (Live or Virtual Events, or Installations) 

This category highlights programs/campaigns that touched consumers by allowing them to become active participants through sampling, hands-on product demos, immersive events, tours, live events, special installations/pop-ups, or virtual experiences. Winning campaigns will prove how consumers interacted with your product or service via a sensory experience that made a lasting impression. 

Holiday or Seasonal Marketing

This category will recognize programs/campaigns that leveraged the unique aspects of a specific holiday (e.g, Valentine’s Day, Easter, Mother’s Day, Halloween), special day (National Donut Day, for example), or themed selling season (e.g, Spring Cleaning, Back to School).  Submissions in this category may include results/impact achieved in January 2025 for efforts that launched in late 2024.

Immersive Marketing: Gaming, eSports, and Extended Reality 

Leveraging the latest in computer advancements, the marketing world continues to find new ways to engage consumers in a range of real-and-virtual combined environments and interactions. This category honors brand-building programs/campaigns that engaged consumers using any Extended Reality (XR) technology, including Augmented Reality (AR), Mixed Reality (MR), Virtual Reality (VR) as well as the metaverse, gaming, esports, and NFTs.

Influencer Marketing 

This category rewards the best use of Influencer Marketing - marketing that utilized individuals, groups of individuals, groups, or associations to help advocate for the brand or product to gain credibility with target consumers as the primary communication tactic/strategy to reach your objectives. Programs/campaigns can include any type of influencers, from mini to TikTok stars to national celebrities, and anything in between.

Lifestage Marketing

Programs/campaigns that target a specific age range such as Gen Alpha, Gen Z, Millennials, seniors, or other specific age groups. Judges will be looking for how you tailored your messaging and brand experience to reach your specific demographic. Include demographic description, insights regarding the target, and campaign results.

Local, Regional or Market Specific Marketing

Programs/campaigns directed toward consumers in a local region or geography of any size. Entries in this category will provide information on how the specific area was selected and explain the process of designing the campaign.

Multicultural Marketing

Programs/campaigns that promote inclusion of diverse communities such as African American, American Indian or Indigenous, Asian, Hispanic, LGBTQ+, People with Disabilities, specific religion, specific gender, etc. Judges will be looking for how you tailored your messaging and brand experience to reach your target segment. Include segment description, insights regarding the segment, and campaign results.

National Consumer Brand Activation Marketing

Campaigns targeted consumers on a national level utilizing a cross-discipline brand activation plan. Entries must prove how the team strategized and executed the campaign to reach the total audience and demonstrate integrated brand activation elements across various touch points.

New Product or Service Launch

Programs/campaigns designed to introduce new products or services to the marketplace. Entries in this category should describe how you identified the opportunity and created your launch plan.

Partnership Marketing

Submissions in this category must be programs/campaigns that involved two or more partners. Entries can be partnerships involving two or more brands/marketers, or a brand partnering with a cause, film/entertainment property, music property, or sports league/team/governing body. 

Purpose, Cause, or Non-Profit Marketing

Programs can include pro bono campaigns, fundraising involving donations, marketing campaigns developed for a cause, corporate responsibility programs, partnerships, etc. We want to see the passion behind your campaign and how you effectively made a difference in bringing your brand purpose to life.

Relationship Marketing (CRM, Loyalty, Retention) 

This category will spotlight brands that are investing in a long-term marketing strategy focused on the customer relationship rather than a single transaction. Entries in this category should be focused on customer retention efforts and may include loyalty programs, rewards points programs, membership programs, clubs, couponing, sweepstakes, sampling, special packaging, premiums, licensed properties, refunds, rebate-related programs, and CRM strategies.

Retail Media Networks 

Retail media is the fastest-growing ad channel in the industry, with US ad spending set to reach nearly $55 billion in 2024. This category honors campaigns created to distinctly leverage retailer ad platforms and will be judged based on their ability to effectively harness the full range of elements available to create an effective, holistic campaign including promotion, merchandising, and in-store activation.  

Shopper, Commerce, Retailer Specific or Omnichannel Marketing

Entries in this category are either shopper marketing or omnichannel programs/campaigns developed by the brand or jointly between a brand and retailer to reach shoppers. Retailers are eligible to enter this category directly if the campaign was based on shopper or retail-led insights. If retail-specific, include marketing solutions developed or customized for or by a specific retailer to drive sales. Winning submissions will present the insight(s) and how you drove results for both the retailer and the brand.

Small Budget Brand Activation Marketing (Overall Budget Less than $500,000)

This category recognizes programs/campaigns that achieved a high level of effectiveness on a tight budget. The $500,000 limit is an all-in number that must include media dollars spent. 

Sports Marketing 

Whether through sponsorships, fan experiences, social media engagement, or other pioneering methods, this award highlights the efforts that have elevated brands through the dynamic world of sports. Entries are accepted from brands that leverage a sport, league, team or player, or directly from a sport, league, team or athlete themselves.

Sustainability Marketing 

This category recognizes campaigns that successfully integrate sustainability into their marketing strategies. Entries should demonstrate how sustainable practices or products were promoted to engage consumers, drive positive environmental impact, and achieve measurable business results.

 

Specialty Awards

2025 REGGIE Industry Spotlight Categories

The REGGIE Industry Spotlight categories focus on industries that are both trending and critical to marketers, offering insights into how they’ve overcome significant challenges. This year’s featured industry sectors are:

• Healthcare
• Pharmaceutical
• Food and Beverage
• Retail
• Technology

REGGIE GEM Award 

Spotlighting the industry's change makers and influencers featuring authentic, accurate portrayals of women and girls in their marketing efforts. 
The ANA’s SeeHer initiative, whose mission is to drive the accurate portrayal of women and girls in media, advertising, marketing, and entertainment, has created a unique opportunity for all REGGIE Award applicants – The ANA REGGIE GEM® Award. This award will honor best-in-class creative work that exemplifies SeeHer’s mission.
Full Details: REGGIE GEM Award 

 

Gold Mailbox Award 

In a world that is more complex than ever, mail continues to endure as an opportunity for marketers to balance high tech with high touch.  This special REGGIE Award recognizes the most innovative use of direct mail, whether as a solo effort or a major part of an integrated campaign.
Full Details: Gold Mailbox Award