REGGIE Brand Catalyst Awards 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.

You may enter as many campaigns in as many categories as you wish. Often, campaigns will involve multiple marketing techniques that could fit into more than one category that are worthy of individual recognition.

For example, a small budget, influencer campaign for a new product introduction - that would qualify for 3 categories. If you choose to enter the same campaign in multiple categories, you will be asked to explain how it specifically fits into each of those categories. Entering your campaign into more than one category will increase your chances of winning, but it is important to clearly explain why it is appropriate for each category to improve your chances with the judges.

Additionally, you may re-enter winning or previously submitted work should it meet the time frame eligibility period.

BRAND BELIEF

Best Purpose-Driven Campaign
Brands that act on authentic values or social responsibility in ways that create measurable business impact.

Best Employee Brand Engagement 
Programs that turn employees into authentic brand ambassadors.

Best Brand Repositioning or Evolution 
Brands that successfully reinvented their role, voice, or market stance.

Best New Brand/Product 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.

BRAND EQUITY

Best Long-Term Brand Building Program (requires separate, unique entry)
Multi-year effort(s) that show sustained equity growth, not just one-off campaigns. Minimum program length of 2 years.

Best Challenger Brand 
Smaller brands that punched above their weight, gaining outsized awareness or share.

Best Brand Innovation 
New product, service, or business model; recognizes excellence in introducing a new brand to market.

BRAND ACTIVATION

Best Brand Collaboration 
Recognizes collaborative efforts that amplify brand reach and resonance.

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.

National Consumer Brand Activation Campaign 
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.

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

Best Use of Retail Media Networks 
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.  

Best Commerce Innovation (shoppable media, social commerce, livestream commerce, creative new purchase pathways)
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.

Best Business-to-Business Brand Campaign 
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.

Best Content Marketing (may include UGC, AR, branded entertainment, or other types of content in any form) 
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.

Best 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 Campaign (Live and/or Virtual)
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.

Gaming and eSports
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- or Creator-Driven Campaign
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 micro-influencers to TikTok stars to national celebrities, and anything in between.

Multicultural or Lifestyle Segment Campaign
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.

Seasonal or Holiday Campaign
This category will recognize programs/campaigns that successfully 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). 

Small Budget, Big Impact (less than $500k)
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 and Sponsorship Campaign
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.

Social or Mobile Campaign
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 the primary communication tactic/strategy to reach your objectives.

Sustainability Marketing 
This category recognizes campaigns that successfully integrate environmental or social 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.

BRAND MEASUREMENT

Data-Driven Marketing
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.

Best Full Funnel Campaign 
Campaigns that demonstrate best use of integrated brand building and performance marketing tactics.

Best Demonstration of Brand ROI
Directly linking brand efforts to financial outcomes like revenue, margin, or market share.

Best Creative Effectiveness
Campaigns proven through creative testing or real-world results to drive measurable business growth.

SPECIALTY AWARDS

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 

PRESENTED BY

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 Brand Catalyst 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