Global “Best in Show” Awarded to Yasmin and PHD China for “Yasmin's Sex-Ed Revolution”
North America “Best in Show” Awarded to Unilever/Dove and SapientRazorfish for “Dear Media”
Amazon, eBay, Mindshare, Moat, Target and Walmart Receive Industry Awards
NEW YORK September 26, 2017: Honoring the marketing teams and creative talent driving business impact through the power of mobile, the Mobile Marketing Association (MMA) today revealed the winners of the 2017 Global Smarties™ Awards and the North America Regional Smarties following a celebration of talent.
Recognizing the best-of-the-best mobile campaigns from hundreds of marketing, media, technology and agency organizations worldwide, the 2017 Smarties placed a greater emphasis on the business impact of the entries than in previous years, making the Smarties Awards the first global, mobile-centric program to focus on such benchmarks.
The winners were selected by the MMA’s independent jury comprised of 27 senior brand and agency professionals under the guidance of jury president Richard Kellum, CMO of Goodyear.
“We would like to offer a big MMA congratulation to all the Smarties winners for being courageous and taking risks,” said Sheryl Daija, Chief Strategy Officer, MMA.
For the Global Smarties, this year’s prestigious “Best in Show” honors were awarded to Yasmin and PHD China for “Yasmin's Sex-Ed Revolution.” According to Daija, it was the Yasmin campaign’s scale and reach, revolutionary and unprecedented in China, especially on the topic of sex-education that drew the votes.
“The campaign is an incredibly impactful example of what is possible with mobile, breaking through on topics that might otherwise not see the light of day,” adds Daija.
In North America, “Best in Show” went to Unilever/Dove and SapientRazorfish for “Dear Media.” Daija added that the campaign was quite timely.
“Dove and ‘Dear Media’ set a new standard for how we talk about female athletes and showed the world that brands can create real change when they stop playing by the rules,” said Daija.
In addition to the honors given for effective mobile campaigns, the Smarties also recognized a number of companies for their industry-leading work. The Global Industry Awards were handed to an impressive group of companies, including:
“All our industry award winners demonstrate the transformational power of mobile and the impact it plays in business growth,” said Daija. “It is customary that one company is selected to win Media Company of the Year but this year each of the four recipients led the way in ecommerce, media and marketing and we felt important to recognize the category alongside the organizations.”
Launched last year, the MMA Impact Awards also celebrated a collection of industry executives who have devoted their time, energy and expertise to furthering the mission of the MMA and the industry. Those honored this year include:
The 2017 entries, which included campaigns from 30 countries, were first pre-screened by a council comprised of over 100 senior level mobile marketers prior to judging by the independent jury. For this year’s awards, the MMA revised judging criteria to make business impact 40 percent of each entrant’s overall score while creative, strategy and execution each made up 20 percent. The change expands beyond simply looking at the ROI of campaign performance to include overall impact of aggregated work for a company.
This year will also mark the first time MMA will release the Business Impact Index, in partnership with WARC. At the completion of all nine Smarties programs around the world, the MMA will publish a “Top 5” ranking of mobile marketing companies – including individual rankings for each of agencies and brands – that achieve the biggest business impact. The top ranked company in each category will receive the brand new Smarties Index Business Impact Award. The award will be the ultimate achievement in mobile marketing, as it is an honor derived from aggregating the business impact of all the Smarties-winning campaigns from around the world.
The winners of the 2017 Global Smarties Awards are:
BEST IN SHOW
Lead Generation / Direct Response / Conversions
Product / Services Launch
Relationship Building / CRM
Social Impact / Not For Profit
Cross Mobile Integration
Marketing within a Mobile Gaming Environment
Location Based Services or Targeting
Mobile Payments / Commerce
360 Degree Video
The winners of the inaugural North America Regional Smarties Awards are:
The Internet of Things - Products in Prototype/Incubator Stage
The Internet of Things - Products in the Market
About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem, including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to advocate for mobile marketers. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.
Members include: 1-800-Flowers.com, AdColony, Allstate, American Express, AT&T, Bank Of America, Campbell’s, JPMorgan Chase, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Colgate-Palmolive, DataXu, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Expedia, Facebook, Ford, Foursquare, Google, GroundTruth, Heineken, Hershey’s, Hilton Worldwide, iHeartMedia, Hulu, InMobi, Johnson & Johnson, Kellogg, Marriott, MasterCard, McDonald’s, Microsoft, MillerCoors, OpenMarket, Pandora, PepsiCo, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, R/GA, RadiumOne, Razorfish, RetailMeNot, Salesforce, Samsung, SAP, Simulmedia, Snap Inc., Spotify, SUBWAY, Tapjoy, Target Inc., The Coca-Cola Company, The Rubicon Project, The Weather Company, Time Inc, T-Mobile, TUNE, Turner Broadcasting, Twitter, Uber, Ubimo, Unilever, USPS, Verve, VEVO, Vibes, Videology, Walmart, Wendy’s, Zurich and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information about the MMA please visit http://www.mmaglobal.com.