Nike and Mindshare Turkey are awarded “Best in Show’ at the MMA’s EMEA Smarties Awards for their Spark Brilliance mobile campaign | MMA Global

Nike and Mindshare Turkey are awarded “Best in Show’ at the MMA’s EMEA Smarties Awards for their Spark Brilliance mobile campaign

November 23, 2016

Unilever wins Marketer of the Year on mobile; Mindshare wins Agency of the Year in mobile with Snapchat winning Media Company of the Year and Opera Mediaworks win Technology Enabling Company of the Year EMEA

London – Wednesday November 23, 2016 - campaigns from the length and breadth of the EMEA region were winners at last nights MMA EMEA Smarties Awards – a true Celebration of Talent.

The variety, diversity and geographical span were the widest yet, with entries received from all parts of the region. Whilst the UK, and Turkey were well represented, there were winning entries from Russia, Germany, France, the Middle East, South Africa, Nigeria and Kenya.

The judges, a panel of senior marketers and agency professionals under Jury Chair, David Lowes, CMO, Samsung Electronic Europe, evaluated the submissions shortlist against four criteria: strategy, execution, creativity, and results.

“I must congratulate those teams and companies who have won a Smarties this year. Marketers continue to seek to stand out in delivering their brands message on mobile, so it was challenging but invigorating and eye opening judging these entries to deliver the final winning campaigns,” said Lowes. “Quality, variety and effectiveness came to the fore and it’s great for us as marketers to not only see work from outside our sectors and geography but also to reward the talent and hard work involved.”

“It is now more evident than ever from seeing the winning entries, that mobile holds a special ability to engage and interact, bringing brands closer to their consumers,” commented Chris Babayode, MD MMA EMEA. “ This was evident at our Awards gala, as marketers and agencies showcased new, innovative and effective ways to drive their businesses forward using mobile.”

Industry Awards, recognising commitment to and investment in mobile marketing, were being awarded to:

  • Marketer of the Year in Mobile: Unilever
  • Agency of the Year in Mobile: Mindshare
  • Enabling Technology Company of the Year in Mobile: Opera Mediaworks
  • Media Company of the Year in Mobile: Snapchat
  • Jury Special Award: South Africa 2016 Municipal Elections Registration Campaign from Yonder Media, Mediashop & Darkstar

The full list of winners and their work can be found at here.

Winning entries form the basis of the MMA’s Case Study Hub, where 600 campaigns, highlight the best in mobile advertising and marketing from around the world. This year, MMA EMEA worked with Millward Brown to produce a 2016 EMEA Trends Report - an analysis of smart mobile creativity – answering the question “what differentiates good from great mobile creative?”

Copies are available at

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, spanning nearly fifty countries around the world. Our members represent the entire 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.

The MMA’s global headquarters are located in New York with regional operations in Asia Pacific (APAC), Europe/Middle East/Africa (EMEA), and Latin America (LATAM). For more information about the MMA visit