Business Impact will be at the Core of which Campaigns Take Home the Coveted Smarties
New York – August 17, 2017 – Celebrating the teams and talent who are leveraging the power of mobile to create marketing campaigns that drive business impact, the Mobile Marketing Association (MMA) today revealed the shortlist for the 2017 Global Smarties Awards selected from hundreds of submissions representing campaigns in over 30 countries. Additionally, the shortlist is also being announced for the first year regional North America Smarties.
The shortlist was selected by the Smarties Pre-Screening Council, which includes more than 100 senior-level mobile marketers. These entries will now undergo review by the MMA’s independent jury, which is comprised of 27 senior brand and agency professionals led by jury president Richard Kellam, CMO of Goodyear.
For the 2017 Global and North America Smarties programs, the MMA adjusted the weighing of the judging criteria, making business impact the most critical element in determining which campaigns will win a Smarties. This new emphasis makes the Smarties Awards the first global, mobile-centric program to focus on such benchmarks.
“Mobile is so much more than a ‘channel.’ With its ubiquity and capacity for seemingly-endless originality, it is now the core driver of business innovation and impact,” said Sheryl Daija, Chief Strategy Officer, MMA. “Mobile consistently challenges the status quo for marketers but more than ever, it is critical for marketers to be thoughtful and purposeful in how they use mobile for business growth. This is why the emphasis of the Smarties has shifted and why it was so important for us to create the new Business Impact Index, we announced just recently.”
The shortlist for the 2017 Global Smarties Awards includes:
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
The Internet of Things - Products in the Market
The shortlist for the 2017 North America Smarties include:
The Internet of Things - Products in Prototype/Incubator Stage
The finalists and winners will be honored at the annual Global Smarties Celebration of Talent, on September 25, the first evening of the MMA SM2 Innovation Summit at Industria in New York City. For marketers looking to stay ahead of mobile transformation, the SM2 on September 25-26 is one of the must-attend events during Advertising Week in New York. MMA members and non-members are welcome to register.
In its third year, the MMA is also collaborating with Kantar Millward Brown to analyze the shortlist and publish a Global Trends Report. This report will offer marketers insights on best practices, key trends and factors that contribute to a winning mobile campaign. Additionally, the MMA will showcase the shortlist in a series of case studies to be added to the over-1000-strong Case Study Hub.
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.
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