The 10th edition of the SMARTIES™ Awards Indonesia paid tribute to the nation’s most innovative and impactful marketing and advertising campaigns. Hosted by MMA Global Indonesia at the Ritz-Carlton Jakarta, Mega Kuningan, the event underscored the evolving standards of creative excellence and strategic thinking. This year’s winners showcased how local insights, transformative storytelling, and advanced technologies are shaping the future of marketing.
A Decade of Impact
Now in its tenth year, the SMARTIES™ Awards Indonesia has become a trusted platform for recognizing bold experimentation and industry leadership. Its influence has grown considerably, with a record number of over 800 entries narrowing down to 165 finalists and, ultimately, 100 winners. These honorees demonstrated how modern marketing goes beyond traditional tactics, incorporating social responsibility, innovative tools, and emotional resonance to engage consumers.
Celebrating Outstanding Players
This year’s top accolades went to exceptional brands and agencies that have redefined marketing standards:
- Digital Agency of the Year: Redcomm
- Independent Agency of the Year: Buzzohero
- Enabling Technology Company of the Year: YMT
- Publisher of the Year: TikTok
- Creative Agency of the Year: FCN Creative – Flock
- Media Agency of the Year: Mindshare
- Holding Agency of the Year: WPP
- Most Resilient Brand of the Year: Wardah
- Brand of the Year: BCA
- Advertiser of the Year: Unilever
- Grand Prix/Best in Show: “Don’t Know? Kasih No! (Don’t Know? Give No!)”
Expert Evaluation and Integrity
A distinguished jury—led by industry leaders such as Saranathan Ramaswamy, President Director of Procter & Gamble Indonesia, and Amalia Sarah Santi, Chief Marketing Officer of ParagonCorp—brought rigorous expertise to the selection process. Assisted by Jury Observers Vincent Martin and Moch Ainur Rifki from Accenture Indonesia, the panel ensured that each entry was judged fairly, transparently, and on merit.
Evaluations emphasized more than just innovation: winners needed to demonstrate strategic insight, emotional storytelling, and local relevance. This multidimensional approach ensured that the selected campaigns not only excelled in creativity, but also connected meaningfully with their target audiences and delivered tangible business impact.
Voices of the Jury and Organizers
Ramaswamy described the judging experience as “fulfilling,” praising the high standard of creativity and strategy on display. Santi echoed these sentiments, highlighting the tough choices faced by the jury due to the remarkable quality of submissions. Shanti Tolani, Country Head and Board Director of MMA Global Indonesia, congratulated all participants for raising the bar and demonstrating Indonesia’s robust marketing capabilities.
Looking Ahead
The SMARTIES™ Awards operate globally, with local chapters spotlighting markets like Indonesia. By aligning with influential indices like the MMA SMARTIES Business Impact Index, RECMA, and WARC Media 100 Ranking, the winners gain valuable international visibility. As the industry continues to evolve, MMA Global Indonesia and the SMARTIES™ Awards remain central to celebrating excellence, recognizing visionaries, and inspiring marketers to push boundaries.
About MMA SMARTIES Awards
The SMARTIES Awards operate on a global scale, encompassing four regions and 17 countries, while placing a particular emphasis on recognizing local markets such as Indonesia. This prestigious initiative not only offers participants the opportunity to enhance their standing on the MMA SMARTIES Business Impact Index, RECMA, and the WARC Media 100 Ranking but also serves as a powerful platform for showcasing innovative marketing strategies that drive significant business outcomes.
MMA Global Indonesia plays a pivotal role in advancing the marketing and advertising industry through its unwavering commitment to innovation and collaboration. The association’s initiatives, such as the SMARTIES Awards, are vital in recognizing excellence and celebrating the remarkable achievements within the sector. By showcasing groundbreaking strategies and encouraging best practices, MMA Global Indonesia not only elevates the standards of marketing but also positions local players on a global stage. This emphasis on continuous improvement and recognition of outstanding contributions empowers the marketing community to adapt to emerging trends, ensuring that Indonesia remains at the forefront of industry evolution.
About MMA Global Indonesia
The movement to make marketing matter more – and deliver more – is led by progressive CMOs and senior marketers committed to effecting change and driving growth. MMA brings these leaders together globally to tackle the toughest challenges on the CMO agenda. Leaders who invest their invaluable time and expertise to meaningfully move the needle.
Unlike any other industry body, MMA’s intensive focus is on elevating marketing’s ability to create value. We don’t just talk about change, we catalyze it, and we act upon it. We arm members with evidence-based frameworks that are innovative, scalable and repeatable. We come together through forward-looking at peer events in the shared pursuit of excellence at individual, organizational and industry levels.
As an MMA member, you’ll join an extraordinary community – the leading marketers at the world’s leading brands – that work’s together and learns together to shape the future of marketing.
