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The 2024 ANA REGGIE Awards


eBay and EssenceMediacom Wins Super REGGIE Award for “Twiggy Full Circle” Campaign
State Farm, Unilever and Infinity Marketing Team Most Awarded

Carlsbad CA (April 16, 2024) - A campaign for eBay called “Twiggy Full Circle” has won the top prize, the Super REGGIE Award, in the 2024 ANA REGGIE Awards competition.

The award was presented April 16th in a ceremony last night at the 2024 ANA Brand Masters Conference in Carlsbad, CA. The 41st annual awards ceremony honored 85 Gold, Silver, and Bronze winners in 27 different categories.

The REGGIE Awards recognize the best brand, media, and brand activation marketing campaigns of 2023.  Winners are chosen by a jury of industry leaders as best-in-class examples of marketing that both builds a brand’s image and drives a specific consumer action. The name REGGIE was originally chosen because it symbolizes results by “making the cash register ring” with consumers. The Super REGGIE award recognizes the highest level of achievement and is awarded to the “best in class” from Gold category winners.

Super REGGIE Winner
eBay had a challenge of establishing itself as a credible destination for high-end fashion goods, while also addressing the demand for sustainable and vintage fashion among a younger audiences. Their objective was to position eBay as a top resource for designer goods by promoting its fashion credentials and emphasizing its commitment to sustainability.

eBay’s strategy had them partnering with Vogue for fashion week, and enlisted Twiggy to recreate her famous shot from 1967, with the same vintage accessories found on eBay, today. The campaign made global fashion headlines, appearing organically in major publications. The campaign gathered $2.5 million earned media, +30% increase in positive sentiment, and +41% intent to shop eBay pre-owned.

Top Winners
Unilever was awarded 12 REGGIE trophies for various brands including four for the marketer’s Dove brand, two for Knorr, and one for Unilever Singapore for Magnum.

State Farm achieved 12 REGGIE Awards all 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 wins 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 9 awards for their work with Unilever, and Barkley took home 5 awards for work done with Smoothie King and Planet Fitness.

SEEHER REGGIE GEM AWARD
The ANA SeeHer REGGIE GEM Award — honoring the top creative and effective work that exemplifies the best-in-class accurate and authentic portrayal of women and/or girls in Brand Activation campaigns were also announced:

  • Gold was awarded to Unilever and Arc Worldwide “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”

The complete list of winners: 2024 REGGIE Winners

ANA Driving Growth for Brand Activation Marketers

ANA’s 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 practice 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 practice provides proven, practical, forward-leaning member resources you need now to make critical decisions to fuel your business results and grow enduring brands.