In 1983, the PMA (Promotion Marketing Association) launched the Reggie Awards honouring 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.