SMARTIES Business Impact Index – Vietnam

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The MMA SMARTIES Business Impact Index is the first and only global modern marketing index that identifies, ranks and awards top agencies, advertisers, brands and solution providers driving significant business impact. Attracting thousands of submissions annually from around the globe, the Business Impact Index recognizes the best-of-the-best. Our proprietary methodology developed in collaboration with WARC, the global authority on advertising and media effectiveness, compiles the rankings using finalist and winner data from the awards programs across the globe. Here’s a list of SMARTIES BII 2022 Winners:

MMA Vietnam SMARTIES Business Impact Index

Top brands in Vietnam

(Location is where the brand’s campaign(s) ran)

Rank Brand Product category Total brand score
1 Heineken Alcoholic Drinks 268
2 Nescafé Soft Drinks 104.5
3 Bia Saigon Alcoholic Drinks 102.1
4 Kinh Do Food 94.5
5 Grab Retail 93.3
6 Ensure Food 81.6
7 Việc Làm Tốt Business & Industrial 66.4
8 Samsung Galaxy Technology & Electronics 64.1
9 Sting Soft Drinks 62.7
10 MILO Soft Drinks 61.3
11 FE Credit Financial services 56.1
12 Castrol Automotive 52.5
13 Head & Shoulders Toiletries & Cosmetics 52.1
14 Lifebuoy Toiletries & Cosmetics 48.3
15 Pampers Toiletries & Cosmetics 44
16 Aquafina Soft Drinks 42.6
17 Samsung Technology & Electronics 41.2
18 Biti’s Clothing & Accessories 37.8
19 Maybelline Toiletries & Cosmetics 34.8
20 Google Technology & Electronics 32.1
21 LUX Toiletries & Cosmetics 32
22 Redoxon Pharma & Healthcare 30
23 Ford Automotive 25.4
24 KOC Vietnam Media & Publishing 24.4
=25 Ms. Bach Tuyet Media & Publishing 24
=25 Traveloka Transport & Tourism 24
=27 Bia Viet Alcoholic Drinks 20
=27 Generali Group Financial Services 20
=27 Cream-O / Dynamite Food 20
=27 Nestlé Food 20
=31 Telfast Pharma & Healthcare 16
=31 Pernod Ricard Alcoholic Drinks 16
=31 Zespri Food 16
=31 Techcombank Financial services 16
=31 Strongbow Alcoholic Drinks 16
=36 Dynamite Food 12.4
=36 VPBank Financial services 12.4
38 Downy Household & Domestic 12
39 Pepsi Soft Drinks 10
=40 ELEVIT Pharma & Healthcare 8.4
=40 ZaloPay Financial services 8.4
=42 Panasonic Technology & Electronics 8
=42 La Roche-Posay Toiletries & Cosmetics 8
=42 Peugeot Automotive 8
=42 Piaggio Automotive 8
=42 Lazada Retail 8
=42 Prudential Financial Services 8
=42 Edelweiss Alcoholic Drinks 8
=42 Ariston Technology & Electronics 8
=42 Procter & Gamble Toiletries & Cosmetics 8
=51 Bepanthen Pharma & Healthcare 4.4
=51 HeroesTD Leisure & Entertainment 4.4
=51 OPPO Technology & Electronics 4.4
=51 Boncha Soft Drinks 4.4
=55 Beck’s Alcoholic Drinks 4
=55 GROW Soft Drinks 4
=55 TV360 Media & Publishing 4
=55 Phu Nhuan Jewelry Clothing & Accessories 4
=55 Sao Thai Duong Toiletries & Cosmetics 4
=55 FWD Financial Services 4
=55 Eucerin Toiletries & Cosmetics 4
=55 Gojek Transport & Tourism 4
=55 FPT Telecom Telecoms & utilities 4
=55 Poca Food 4
=55 Lactacyd Toiletries & Cosmetics 4
=55 Huggies Toiletries & Cosmetics 4
=55 League of Legends Technology & Electronics 4
=55 TPBank Financial services 4
=55 Be Group Technology & Electronics 4
=55 THIỆN NỮ 2 Leisure & Entertainment 4
=55 PUBG Mobile Leisure & Entertainment 4
=55 SHELL Automotive 4
=55 Garena Free Fire Technology & Electronics 4
=55 Rong Do Soft Drinks 4
=55 Anlene Soft Drinks 4
=55 TMRW Business & Industrial 4

MMA Vietnam SMARTIES Business Impact Index

Top advertisers in Vietnam

(Location is where brands belonging to the advertiser ran campaigns)

Rank Advertiser Points
1 Heineken 312.1
2 Nestlé 185.8
3 PepsiCo 119.3
4 Procter & Gamble 116.1
5 Samsung 105.3
6 ThaiBev 102.1
7 Mondelēz International 94.5
8 Grab 93.3
9 Abbott 85.6
10 Unilever 80.3
11 VPBank 68.5
12 Chợ Tốt 66.4
13 BP 52.5
=14 Bayer Group 42.8
=14 L’Oréal 42.8
16 Biti’s 37.8
17 Universal Robina Corporation 36.5
18 Alphabet 32.1
=19 The Ford Motor Company 25.4
=19 VCCorp 24.4
=21 Ms. Bach Tuyet 24
=21 Traveloka 24
=23 Generali Group 20
=23 Sanofi 20
=25 Pernod Ricard 16
=25 Zespri 16
=25 Techcombank 16
28 Zion 8.4
=29 Panasonic 8
=29 Fiat Chrysler Automobiles 8
=29 Immsi 8
=29 Alibaba Group 8
=29 Prudential 8
=29 Ariston 8
=35 CG Studio 4.4
=35 BBK Electronics 4.4
=35 Uniben 4.4
=38 Anheuser-Busch InBev 4
=38 Viettel 4
=38 Phu Nhuan Jewelry 4
=38 Sao Thai Duong 4
=38 Pacific Century Group 4
=38 maxingvest ag 4
=38 GoTo 4
=38 FPT Corporation 4
=38 Kimberly-Clark 4
=38 Riot Games 4
=38 TPBank 4
=38 Be Group 4
=38 VNG Corporation 4
=38 Tencent 4
=38 Shell 4
=38 Sea 4
=38 Fonterra 4
=38 TMRW 4

SMARTIES Business Impact Index

Top creative agencies in Vietnam

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 Leo Burnett Ho Chi Minh City Vietnam Creative Agency Leo Burnett Publicis Groupe 270.4
2 Ogilvy Ho Chi Minh City Vietnam Creative Agency Ogilvy WPP 182
3 Publicis Ho Chi Minh City Vietnam Creative Agency Publicis Worldwide Publicis Groupe 169.6
4 Dentsu Redder Ho Chi Minh City Vietnam Creative Agency Dentsu International Dentsu 95.7
5 Hakuhodo Ho Chi Minh City Vietnam Creative Agency Hakuhodo Hakuhodo DY Group 87.6
6 Cheil Ho Chi Minh City Vietnam Creative Agency Cheil Worldwide   41.2
7 XYZ SAIGON Ho Chi Minh City Vietnam Creative Agency     34.8
8 Dentsu Creative Ho Chi Minh City Vietnam Creative Agency Dentsu International Dentsu 33.3
9 Carnival Ho Chi Minh City Vietnam Creative Agency     27.8
10 Athena CM Agency Hanoi Vietnam Creative Agency Admicro   24.4
11 WOWMedia Hanoi Vietnam Creative Agency     10
12 PURPOSE.ANT Ho Chi Minh City Vietnam Creative Agency     8.4
13 Tequila\Vietnam Ho Chi Minh City Vietnam Creative Agency TBWA Worldwide Omnicom Group 8

SMARTIES Business Impact Index

Top digital/specialist agencies in Vietnam

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 Digitas Ho Chi Minh City Vietnam Digital/Specialist Agency Digitas Publicis Groupe 168.7
2 MSL Ho Chi Minh City Vietnam Digital/Specialist Agency MSLGROUP Publicis Groupe 152.6
=4 ICON Media Ho Chi Minh City Vietnam Digital/Specialist Agency     40.1
=4 PMAX Ho Chi Minh City Vietnam Digital/Specialist Agency     40.1
6 Circus Digital Ho Chi Minh City Vietnam Digital/Specialist Agency     33.4
7 RSVP Ho Chi Minh City Vietnam Digital/Specialist Agency     32.1
8 Phibious Ho Chi Minh City Vietnam Digital/Specialist Agency     18
=9 dentsu X Ho Chi Minh City Vietnam Digital/Specialist Agency Dentsu International Dentsu 16
=9 Fision Ho Chi Minh City Vietnam Digital/Specialist Agency     16
11 Golden Digital Ho Chi Minh City Vietnam Digital/Specialist Agency Golden Communication Group   14
12 DSquare Ho Chi Minh City Vietnam Digital/Specialist Agency Square Group   8
13 Byte Media Ho Chi Minh City Vietnam Digital/Specialist Agency     4.4
=14 Magneto Hanoi Vietnam Digital/Specialist Agency VCCorp   4
=14 Polar London Ho Chi Minh City Vietnam Digital/Specialist Agency     4
=14 Xanh Marketing Ho Chi Minh City Vietnam Digital/Specialist Agency     4
=14 TMRW Ho Chi Minh City Vietnam Digital/Specialist Agency     4
18 Next Media Hanoi Vietnam Digital/Specialist Agency     3.5
19 Ka Creative Ho Chi Minh City Vietnam Digital/Specialist Agency     2

SMARTIES Business Impact Index

Top media agencies in Vietnam

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 EssenceMediacom Ho Chi Minh City Vietnam Media Agency EssenceMediacom WPP 221.9
2 Mindshare Ho Chi Minh City Vietnam Media Agency Mindshare Worldwide WPP 218
3 Red Star Ho Chi Minh City Vietnam Media Agency Dentsu International Dentsu 84.1
4 Spark Foundry Ho Chi Minh City Vietnam Media Agency Spark Foundry Publicis Groupe 70.2
5 Zenith Ho Chi Minh City Vietnam Media Agency Zenith Publicis Groupe 66.1
6 OMG Ho Chi Minh City Vietnam Media Agency Omnicom Media Group Omnicom Group 24
7 Starcom Ho Chi Minh City Vietnam Media Agency Starcom Publicis Groupe 19.1
8 ClickMedia Ho Chi Minh City Vietnam Media Agency VMLY&R WPP 12
9 Bates CHI & Partners Ho Chi Minh City Vietnam Media Agency CHI & Partners WPP 8.4
10 TKL Ho Chi Minh City Vietnam Media Agency DatVietVac   4

SMARTIES Business Impact Index

Top solution providers in Vietnam

(Location is where the agency is based)

Rank Solution provider Location Type Total agency score
1 Merkle Vietnam Solution Providers 81.6
2 D-ID Vietnam Solution Providers 49.3
3 Prodigious Vietnam Solution Providers 47.4
4 AkaDigital Vietnam Solution Providers 40.1
5 TikTok Vietnam Solution Providers 36.7
6 Motix Vietnam Solution Providers 32
=7 TenMax Ad Tech Lab Vietnam Solution Providers 24
=7 Adtima Vietnam Solution Providers 24
9 Kenh 14 Vietnam Solution Providers 20
10 Admicro Vietnam Solution Providers 16.1
=11 AKA Digital Vietnam Solution Providers 16
=11 Grab Vietnam Solution Providers 16
=11 Oracle Vietnam Solution Providers 16
14 Alta Vietnam Solution Providers 10
=15 ADT Creative Vietnam Solution Providers 8
=15 Novaon Digital Vietnam Solution Providers 8
17 Meta Vietnam Solution Providers 7
=18 VNG Vietnam Solution Providers 4
=18 Omega Media Vietnam Solution Providers 4
=18 Appier Vietnam Solution Providers 4
=18 Accesstrade Vietnam Solution Providers 4
=18 Estuary Solutions Vietnam Solution Providers 4
=18 APPA Vietnam Solution Providers 4
24 Silverpush Vietnam Solution Providers 3.5
25 Spirable Vietnam Solution Providers 1.9

SMARTIES Business Impact Index

Top agency networks in Vietnam

(Location is where agencies belonging to the network are based)

Rank Agency network Holding company Points
1 Leo Burnett Publicis Groupe 270.4
2 Dentsu International Dentsu 229.1
3 Ogilvy WPP 226.4
4 EssenceMediacom WPP 221.9
5 Mindshare Worldwide WPP 218
6 Publicis Worldwide Publicis Groupe 169.6
7 Digitas Publicis Groupe 168.7
8 MSLGROUP Publicis Groupe 152.6
9 Hakuhodo Hakuhodo DY Group 87.6
10 Spark Foundry Publicis Groupe 70.2
11 Zenith Publicis Groupe 66.1
12 Cheil Worldwide   41.2
13 Admicro   24.4
14 Omnicom Media Group Omnicom Group 24
15 Starcom Publicis Groupe 19.1
16 Golden Communication Group   14
17 VMLY&R WPP 12
18 CHI & Partners WPP 8.4
=19 TBWA Worldwide Omnicom Group 8
=19 Square Group   8
=21 VCCorp   4
=21 DatVietVac   4

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