MMA Unveils Categories and Criteria For The Smarties™ To Award The Best and Brightest In Mobile Advertising and Marketing | MMA Global

MMA Unveils Categories and Criteria For The Smarties™ To Award The Best and Brightest In Mobile Advertising and Marketing

June 6, 2013
MMA is now accepting submissions for The SMARTIES™, which honors the most creative and effective mobile marketing campaigns, brands and leaders
New York, NY, 6 June 2013 – The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today announced the categories and criteria for The SMARTIES™, the only global awards program recognizing innovation, creativity and leadership in mobile marketing.  The organization is now accepting submissions for the awards, which will be presented at a global ceremony on Wednesday, September 25, 2013, culminating the MMA’s Advertising Week conference in New York City. 
“Last year, we witnessed a shift in the caliber and quality of work submitted. In fact, judging from the 2012 SMARTIES™ winners, we were able to prove that mobile creativity is no longer an oxymoron,” said Greg Stuart, CEO, MMA. “This year we will look for companies that showcase innovation, creativity and bravery across the mobile marketing and advertising ecosystem. The best submissions will demonstrate how mobile is changing the rules and evolving media channels to move closer to consumers than ever before.”
Now in its 9th year, The SMARTIES™ is the only global mobile marketing awards program that celebrates excellence within the mobile industry.  2013 marks the second year of expanding and aligning the award categories to reflect the growth and innovation across the mobile ecosystem.
The 2013 categories fall under the headings of Marketing Strategy, Channel/Media Strategy and Enabling Technologies. The MMA calls for entries to be submitted in the following categories:
Marketing Strategy
  • Brand Awareness 
  • Lead Generation / Direct Response / Conversion 
  • Product / Services Launch 
  • Promotion 
  • Relationship Building / CRM 
  • Social Impact / Not For Profit
Channel/Media Strategy
  • Cross Media Integration 
  • Cross Mobile Integration 
  • In App or Gaming Advertising 
  • Messaging 
  • MMA UMAP 2.0 (Universal Mobile Ad Package)
  • Mobile App
  • Mobile Website 
  • Mobile Search
  • Tablet Campaign 
  • Use of Mobile Social Media 
Enabling Technologies
  • Innovation
  • Location Based
  • mCommerce
  • Video / Rich Media 
The Industry Awards will be judged and selected by the MMA Global Board of Directors:
Industry Awards
  • Best in Show
  • Global Academic of the Year – Best Research or Insight
  • Global Agency of the Year in Mobile
  • Global Enabling Technology Company of the Year in Mobile
  • Global Mobile Campaign
  • Global Operator of the Year in Mobile
  • Global Publisher / Media Company of the Year in Mobile
“Mobile is a segment of marketing that is continually evolving, but after nearly a decade of being promised it was going to be the year of mobile creativity, companies large and small have finally dipped their toes in the water. As marketers realize the power and potential of mobile, we are witnessing a revolution in how they are using the medium to meet their objectives," said Sheryl Daija, Chief Strategy Officer, MMA. "By expanding and aligning the award categories against industry strategies, the MMA has set a global standard for marketers and agencies to be honored for their incredible creativity and innovation."
The MMA is now offering an “early-bird” rate through June 21st and regular pricing until the submission close on July 19th. To ensure eligibility, campaigns should be active in the marketplace between June 2012-July 2013. 
Global SMARTIES™ winners will be presented on Wednesday, September 25, 2013.  Regional award winners for APAC, EMEA, LATAM and NA may be recognized at a separate event with additional details to be announced. The global SMARTIES™ jury is set to be unveiled in the coming weeks.
Visit for more information on the awards program, categories and the submission process. 
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit For information relating to the MMA’s Mobile Marketing Forum series, please visit
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Rebecca Laming
Director of Communications, MMA
M: +1 917-558-1828