Smarties™ Asia Pacific 2016: Winning at Mobile, Winning at Business | Mobile Marketing Association
Smarties APAC
Release Date: 
January, 2017
Topics of Interest: 

The rise in consumer adoption of smartphones in Asia Pacific presents numerous opportunities for marketers to create impactful mobile campaigns that resonate with their audiences. Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to examine the drivers that make for truly compelling, powerful and award-winning work in the region.

The analysis of this year’s winning entries showed that effective mobile campaigns were those that understood local nuances and tailored their activity in response. Winners pinpointed consumer needs and focused on addressing them in novel ways. They projected themselves as ‘enablers’ and ‘solutions’ to consumers’ everyday pain points in an engaging and compelling manner. They reframed the brand or category problem, went against what their competitors were doing and were bold in their campaign executions. 


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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.