ANA Announces 2024 Reggie Award Winners
A campaign for eBay called “Twiggy Full Circle” has won the top prize at last night’s 41st annual ANA REGGIE Awards Gala held at the 2024 ANA Brand Masters Conference.
The REGGIE Awards recognise the best brand, media, and brand activation marketing campaigns of the prior year. Winning organisations must prove their work built brand image while driving specific consumer actions. The Super REGGIE award recognises the highest level of achievement and is awarded to the “best in class” from Gold category winners.
Super REGGIE Winner
eBay sought to establish itself as a credible destination for high-end fashion goods while meeting young shoppers’ desire for sustainable and vintage fashion.
The company partnered with Vogue for London Fashion Week and enlisted Twiggy to recreate her famous 1967 photograph, this time with the same vintage accessories available on eBay. The campaign made global fashion headlines, appearing organically in major publications. eBay’s campaign garnered $2.5 million in earned media, a +30% increase in positive sentiment and a +41% increase in intent to shop eBay pre-owned.
Top Winners
Unilever was awarded 12 REGGIE trophies for various brands, including four for Dove, two for Knorr, and one for Magnum.
State Farm won 12 REGGIE Awards with their agency partner, Infinity Marketing Team, making them the top winning client/agency team of the year. Their "The Big Game Came to Us!" campaign won 5 awards, "Gamerhood Challenge 2023” earned 4 REGGIES and “Bobblehead YOU! Tour” won three.
The most awarded agency was Infinity Marketing Team with 13 wins (State Farm 12, HP 1), followed by Arc Worldwide with nine awards for their work with Unilever, and Barkley took home five awards for work done with Smoothie King and Planet Fitness.
SEEHER REGGIE GEM AWARD
The ANA SeeHer REGGIE GEM Awards — honouring the top creative and effective work exemplifying the most accurate and authentic portrayal of women and/or girls in Brand Activation campaigns – were also announced:
- Gold was awarded to Unilever and Arc Worldwide for “Untold Beauty”
- Silver was awarded to Forever 21 with Live Nation Entertainment and Rolling Loud Productions for “Forever 21 x Bunny's Bae Bar”
- Bronze was awarded to NFL with 72andSunny for “Run with It”
OVERALL COMPETITION
The REGGIES recognise experiential, digital/social media, sponsorship, influencer, brand purpose, content, best use of AI, shopper, and age-specific campaigns with budgets ranging from less than $500,000 to more than $40 million.
The competition included three rounds of judging:
Main Round. More than 300 agency and client-side leaders acted as judges.
Final Round. This nearly 200-member jury reviewed the top submissions and named 85 gold, silver, and bronze winners in 27 categories.
Super REGGIE. The best in show jury of 12 C-Suite-level client-side and agency executives reviewed only the competition’s top scoring submissions to determine the year’s Super REGGIE winner. The Super REGGIE Jury members were:
- Mimi Dixon, sr. director, brand activation & content - Crayola
- Tabata Gomez, chief marketing officer - McCormick & Company, Inc.
- Fernando Herrera, CPG marketing executive
- Christy Hoskins, VP, chief marketing officer - La-Z-Boy
- Marissa Jarratt, EVP, chief marketing & sustainability officer - 7-Eleven
- John Kiker, president - Medium Giant
- Lena Lewis, head of consumer connections hub - White Claw
- Marianne Malina, president, North America - 72&Sunny
- Tina Manikas, president -Tracy-Locke
- Jeff McCrory, chief strategy officer - Mischief @ No Fixed Address
- Rob Rivenburgh, global CEO - The Mars Agency
- Alanna Strauss, EVP, entertainment & culture lab - The Martin Agency
A complete list of 2024 REGGIE winners can be found here.
