In 1983, the PMA launched the REGGIE® Awards honoring the best promotional campaigns of the year. The name of the award is derived from "cash register," because the result of an effective marketing campaign is making the register ring.

Promotion marketing has since evolved, been redefined, and today is part of an integrated business strategy to build brands. As the use of promotions and integrated marketing expands, the REGGIE continues to represent the best in the field. Originally, there were 10 award categories; today there are 17, representing every discipline in the integrated marketing world. 

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2010 REGGIE® AWARD WINNERS

Pedigree Crazy Pets program by Catapult wins the 2010 Super REGGIE

CHICAGO, IL, March 25, 2010 – The Promotion Marketing Association (PMA) announced today the winners for its prestigious REGGIE® awards, the highest honor in integrated marketing. Winners, including the SUPER REGGIE-winning program from Mars Petcare, were culled from 339 entries and were announced during the REGGIE Gala Awards dinner, part of the PMA's Annual Integrated Marketing Conference, at the Fairmont Hotel in Chicago on March 24th.

"The REGGIES are an interesting benchmark to view the changing landscape of the industry, with more innovation, more integration, and new ways to combine old and new media. The entries are particularly interesting in view of last year's extremely challenging economy and consumer mindset, and highlight that creativity doesn't require big budgets”, said Bonnie Carlson, president of the PMA

The SUPER REGGIE winner was chosen among the GOLD REGGIE winners by a Blue Ribbon Panel of Judges, comprised of senior industry leaders and representing a diversity of perspectives including CPG, sports & entertainment, dining out, retail, academic, and agency executives.

REGGIE winners are eligible to be entered into the Globes, an international competition of integrated marketing campaigns in 25 countries, which partners with PMA in the U.S. exclusively.

The 2010 Super REGGIE was awarded to:

PEDIGREE(r) Super Bowl: Crazy Pet Owners

Marketer: Mars® Petcare

Agency: Catapult Action-Biased Marketing

Following is the list of the REGGIE winners listed alphabetically by category:

 

Age Specific (No budgetary parameters)

 

GOLD

McDonald's Avatar Program

Marketer: McDonald's Corporation

Agency: AKQA, Arc Worldwide and DDB

SILVER

Sara Lee Discover the Magic Campaign with Disney Channel's Wizards of Waverly Place

Marketer: Disney Media Sales & Marketing

Agency: OgilvyAction

 

BRONZE

Haagen-Dazs Campus Buzz

Marketer: Dreyer's Grand Ice Cream

Agency: Alcone Marketing Group

Best Cause or Corporate Social Responsibility Marketing Campaign

GOLD

PEDIGREE(r) Super Bowl: Crazy Pet Owners

Marketer: Mars Petcare

Agency: Catapult Action-Biased Marketing

SILVER

New Balance 20th Anniversary Campaign

Marketer: New Balance

Agency: Marketing Drive/GMR Marketing

BRONZE

UNICEF's TAP Project

Marketer: UNICEF USA

Agency: Casanova Pendrill

Business-to-Business (includes trade promotion) (No budgetary parameters)

 

GOLD

American Express OPEN - OPEN Forum

Marketer: American Express OPEN

Agency: Crispin Porter + Bogusky

SILVER

Microsoft Advertising Brand Launch Campaign

Marketer: Microsoft Advertising

Agency: Momentum Worldwide

BRONZE

Diamond Rings

Marketer: Diamond Foods, Inc.

Agency: MARS Advertising

Digital – Budget over $1 million

GOLD

Volvo Car Corporation New Moon Campaign
Marketer: Volvo Car Corporation

Agency: Euro RSCG 4D NY

SILVER

CNN.com-Facebook Inauguration Collaboration

Marketer: CNN Marketing & On-Air Promotions

Agency: CNN Marketing & On-Air Promotions

BRONZE

McDonald's Avatar Program

Marketer: McDonald's Corporation

Agency: AKQA, Arc Worldwide and DDB

 

Digital -- Budget under $1 million

GOLD

PEDIGREE(r) Super Bowl: Crazy Pet Owners

Marketer: Mars Petcare

Agency: Catapult Action-Biased Marketing

SILVER

Trojan Brand Condoms
Marketer: Trojan

Agency: Colangelo

BRONZE

SCRABBLE at SUBWAY

Marketer: SUBWAY restaurants

Agency: Catapult Action-Biased Marketing

Experiential Marketing - Budget over $1 million

 

GOLD

The Southwest Porch at Bryant Park

Marketer: Southwest Airlines

Agency: Civic Entertainment Group

SILVER

AMP UP for What's Next

Marketer: AMP Energy/Pepsi

Agency: Promotions Group West

BRONZE

Make-A-Messterpiece, Brought to you by Bounty

Marketer: Procter & Gamble, Bounty

Agency: Gigunda Group

Experiential Marketing - Budget under $1 million

 

GOLD

Entourage Bungalow

Marketer: HBO

Agency: Civic Entertainment Group

SILVER

AMC's New York's Gone Mad!

Marketer: AMC

Agency: LeadDog Marketing Group

BRONZE

UNICEF's TAP Project

Marketer: UNICEF USA

Agency: Casanova Pendrill

 

International/Global

GOLD

McDonald's Avatar Program

Marketer: McDonald's Corporation

Agency: AKQA, Arc Worldwide and DDB

 

SILVER

Yahoo! Yodel Studio

Marketer: Yahoo!

Agency: in-house

BRONZE

Windows 7 Launch Party

Marketer: Microsoft Corporation

Agency: House Party

Local, Regional Market - Budget over $1 million

 

GOLD

The Southwest Porch at Bryant Park

Marketer: Southwest Airlines

Agency: Civic Entertainment

 

SILVER

L'Oreal Paris Color Space

Marketer: L'Oreal Paris

Partner: Legacy Marketing Partners

BRONZE

Make-A-Messterpiece, Brought to you by Bounty

Marketer: Procter & Gamble, Bounty

Agency: Gigunda Group

Local, Regional Market - Budget under $1 million

 

GOLD

Miller Lite CHI-rish

Marketer: Miller Lite

Agency: Upshot

SILVER

Love Your Team. Grow The Ivy

Marketer: Old Style (Pabst Brewing Co.)

Agency: TRIS3CT

BRONZE (tie)

Philips Norelco Nickateen

Marketer: Philips Norelco

Agency: Source Marketing

Victory Motorcycles Pop-Up Retail Store

Marketer: Victory Motorcycles

Agency: The Integer Group

Multi-cultural/Ethnic (No budgetary parameters)

 

GOLD

Kleenex "Con Kleenex Expresa Tu Hispanidad" Art Contest

Marketer: Kimberly-Clark Corporation

Agency: MASS Hispanic Marketing

SILVER

SCOTT 'Pasa el Buen Rollo de Costa a Costa' (Let the Good Vibes Roll from Coast to Coast)

Marketer: Kimberly-Clark Corporation

Agency: MASS Hispanic Marketing

BRONZE

CLOROX "Pon el Virus de la Gripe Fuera de Accion" Cold/Flu Prevention Clinics

Marketer: The Clorox Company

Agency: MASS Hispanic Marketing

 

Multi-Partner Promotion - three or more partners (No budgetary parameters)

GOLD

Star Trek Movie

Marketer: Paramount Pictures.

Agency: in-house

 

SILVER

SpongeBob SquarePants 10th Anniversary

Marketer: Nickelodeon

Agency: In-House

BRONZE

Angels & Demons International Campaign

Marketer: Sony Pictures Entertainment

Agency: in-house

National Consumer - Budget over $5 million

 GOLD

 T.G.I. Friday's: Woody's Burger Bet

 Marketer: T.G.I. Friday's

Agency: Publicis, Digitas, Spark Communications

SILVER

Huggies Enjoy The Ride Rewards

Marketer: Kimberly-Clark Corporation

Agency: IC Group

BRONZE

McDonald's Avatar Program

Marketer: McDonald's Corporation

Agency: AKQA, Arc Worldwide and DDB

National Consumer - Budget between $1 million and $5 million

GOLD

Dos Equis Most Interesting Academy

Marketer: Heineken USA

Agency: G2, Euro RSCG, Mirrorball, Mediavest

SILVER

2009 Extra 3PM Snackdown Challenge

Marketer: Wm. Wrigley Jr. Company

Agency: Ryan Partnership

BRONZE

Unilever Soundcheck

Marketer: Unilever

Agency: Lunchbox

National Consumer - Budget under $1 million

GOLD

"Mike's Aluminum Anniversary"

Marketer: Mike's Hard Lemonade

Agency: Alcone Marketing Group

SILVER

Kleenex "Con Kleenex Expresa Tu Hispanidad" Art Contest

Marketer: Kimberly-Clark Corporation

Agency: MASS Hispanic Marketing

BRONZE

Robin Hood "Bake Batter & Roll”

Marketer: Smuckers Food Co.

Agency: OgilvyAction

New Product Launch (No budgetary parameters)

GOLD

Kmart: Meet My Protégé

Marketer: Kmart

Agency: Draftfcb

SILVER

Carnival Book of Dreams

Marketer: Carnival Cruise Lines

Agency: Arnold Worldwide

BRONZE

Hasbro Littlest Pet Shop My Collector Journal

Marketer: Hasbro

Agency: Little & King Co., LLC

Shopper Marketing (No budgetary parameters)

 

GOLD

P&G Gain - Project Gainiac

Marketer: Procter & Gamble, Gain

Agency: The Integer Group

 

SILVER (tie)

Unilever Soundcheck

Marketer: Unilever

Agency: Lunchbox

 

"Dora Loves Puppy" exclusive at Kmart

Marketer: Nickelodeon

Agency: in-house

BRONZE

Kleenex "Con Kleenex Expresa Tu Hispanidad" Art Contest

Marketer: Kimberly-Clark Corporation

Agency: MASS Hispanic Marketing

Small Budget - Budget under $100,000

 

GOLD

Bernina Swiss Auction

Marketer: Bernina of America

Agency: Launch Creative Marketing

SILVER

2009 SPLENDA(r) & Fresh Berries

Marketer: SPLENDA®

Agency: Catapult Action-Biased Marketing

BRONZE

Lu Café

Marketer: Kraft

Agency: Pierce Promotions