March 28, 2018
First-ever Ranking of Agencies, Holding Companies, Advertisers and Brands Delivering Business Growth through Mobile
New York – March 29, 2018 – As mobile becomes central to building business growth for brands, the Mobile Marketing Association (MMA), the leading global trade group for the mobile marketing industry, today revealed the first-ever shortlists of the MMA SMARTIES Business Impact Index for both Global and North America markets. The Business Impact Index is the world’s only ranking of the marketing industry’s top agencies, marketers, brands and technology providers delivering the highest level of business impact through mobile-first campaigns.
“As demands placed on brands are higher than ever, it is critical that marketers and their agencies understand the true impact campaigns have against marketing objectives, both on an individual basis as well as their cumulative efforts,” says Sheryl Daija, Chief Strategy Officer, MMA. “The SMARTIES Business Impact Index forces focus on what ultimately matters, overall business growth. With this expansion to the SMARTIES program, which already identifies and recognizes the most innovative mobile campaigns, the Index now benchmarks what success looks like and the SMARTIES Case Study Hub gives our membership the most comprehensive body of leading work that inspires, guides and informs future advances in mobile marketing.”
The methodology for the MMA SMARTIES Business Impact Index was developed in close collaboration with WARC, the global authority on advertising and media effectiveness. The rankings leverage the finalist and winner data from the previous year’s (in this case 2017) SMARTIES Awards programs across the globe using a proprietary methodology to determine the business impact, assigning points to campaigns and the organizations. For the complete methodology behind the Business Impact Index, visit www.mmaglobal.com/smarties-index.
“We were happy to partner with the MMA and lend our expertise to produce a benchmark and guidance to the industry for what matters in the emerging mobile marketing space,” says David Tiltman, Head of Content at WARC. “The MMA SMARTIES Business Impact Index will show what work is making the most impact, which agencies are leading the pack and driving change, and what success in mobile looks like.”
The Global and North America companies that have achieved the number one ranking in the various categories will be recognized on stage at Impact NY, April 10th and 11th, where the complete Business Impact Index will be widely published. Available to the market today are the Top 10 shortlists of the leading Creative Agencies, Media Agencies, Digital/Specialist Agencies, Technology Providers, Agency Networks, Holding Companies, Brands and Advertisers that are driving the highest level of business impact. The short lists are ranked according to geographic region including: Global, North America, Latin America, Asia-Pacific, and Europe, the Middle East and Africa.
“We look forward to sharing the rankings with the entire marketing industry, from the advertisers and brands that seek more meaningful and effective consumer engagement to the agencies and tech enablers who make that engagement possible through creative and effective mobile campaigns,” says Daija. “For marketers, creatives, and technology strategists alike, a ranking on the MMA SMARTIES Business Impact Index will indisputably prove the impact of their work and establish them as a market leader while setting the bar for what it takes to drive business growth in mobile and inspire the next big idea.”
While SMARTIES Business Impact Index benchmarks for the industry who is producing the best work, the SMARTIES Case Study Hub—available exclusively to MMA membership—provides the insight and context as to why the work matters. It is the most comprehensive body of successful work in mobile available today. This robust, highly-searchable database of more than 1,000 case studies featuring award winning work, including a portfolio of the latest prize-winning Cannes Mobile Lions, helps both buyers and creators in the industry navigate the mobile marketing landscape. Through real-world examples, marketers can get inspired by seeing what others in their industry are doing, or examine the work of leading mobile creators to inform hiring decisions --- and creators can evaluate the competition or gain insight into the past work of a prospective client to inform their approach to a specific creative challenge.
Both the Index and the Case Studies Hub are fueled by the SMARTIES award-winning and finalist campaigns. The 2018 SMARTIES Awards is now open to accept entries for 2018. For more information or to submit work for consideration, visit www.mmaglobal.com/smarties2018.
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, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Expedia, Facebook, Ford, Foursquare, Google, GroundTruth, Heineken, Hersheys, Hilton Worldwide, Hulu, IBM Watson, Johnson & Johnson, Marriott International, Mastercard, McDonald’s, Microsoft, MillerCoors, OpenMarket, Pandora, PepsiCo, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, R/GA, RetailMeNot, Salesforce, Samsung, Snap Inc., Spotify, SUBWAY, Tapjoy, Target Inc., The Coca-Cola Company, Time-Inc, T-Mobile, TUNE, Turner Broadcasting, Twitter, Uber, Ubimo, Unilever, USPS, Vibes, 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 www.mmaglobal.com.