Salute to Shopper Excellence: Reggie Awards

Awards program judging is certainly not an exact science. 

No matter how well-defined the criteria used to evaluate the entries might be, it’s usually inevitable that some level of personal opinion will always be reflected in the results – not in any deliberate, harmful way, just simply due to different human perspectives. Beauty, and judge’s evaluations, are often in the eye of the beholder (at least until artificial-intelligence algorithms take over the scoring). 

Given that reality, a shopper marketing program earning an award from two sets of human judges in two different industry programs should certainly be viewed as “best in class.” And that is just what we have for you this issue, which represents the first time we’ve presented overviews of award winners and finalists from two leading programs: the Association of National Advertisers’ Reggie Awards, and Effie Worldwide’s Commerce & Shopper Effies.

Both are longstanding awards programs whose like-minded missions are evident in the longer versions of their abbreviated names: 

“Effie” stands for “effectiveness,” a nod to (and slight critique of) the fact that too many advertising industry awards are devoted to creativity and style rather than business-driving results. We’ve been covering the Effies (known simply as the “Shopper Marketing Effies” until this year) in these pages since 2012.

“Reggie,” meanwhile, is shorthand for “cash register,” acknowledgment that the ultimate objective of any brand activation program is to drive sales. This will be the first time we’ve formally covered shopper-focused Reggie winners, and we’re grateful to have received the ANA’s support in compiling these overviews.

Among the noteworthy campaigns we review are four that gained recognition from both programs. Congratulations to Diageo and Arc Worldwide for collaboratively earning that honor twice, as well as to Burger King and FCB/RED, along with Mars Inc. and Integer.

Of course, all the campaigns are worthy of “best in class” designation for the unique ways in which they engaged shoppers and drove results – no matter what your personal perspective might be.

About the ANA: The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, for brands and businesses, and for the industry. Its membership consists of more than 1,600 domestic and international companies, including over 1,000 client-side marketers and nonprofit fundraisers and 600 marketing solutions providers. Collectively, ANA member companies represent 20,000 brands, engage 50,000 industry professionals, and invest more than $400 billion in marketing and advertising annually.

The 2021 ANA Reggie Awards program will be open for entries starting on Sept. 23, 2020. For full details and to download an entry kit, visit


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