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MMA IMPACT 2024: A 13-year journey of shaping Vietnam’s marketing landscape

On October 25th, MMA Impact Vietnam will mark its 13th year, hosted under the theme Navigating Marketing: Leadership, Innovation, and Future Strategies at the JW Marriott Saigon. The event will convene over 1,000 C-level executives, making it a premier gathering for leaders in Vietnam’s marketing industry. Since its inception in 2011, MMA Impact, organized by […]

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Navigating AI Data Ethics and Privacy in Today’s Marketing Landscape

The world of marketing is undergoing a revolution driven by artificial intelligence (AI). However, as AI technology advances, concerns surrounding data ethics and privacy have come to the forefront. In this article, we will delve into the risks associated with data ethics and privacy in AI-driven marketing, explore principles and guidelines for responsible data handling,

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The Imperative of Culturally Attuned Marketing in Indonesia’s Dynamic Landscape

Indonesia, a nation rich in cultural diversity and vibrant traditions, presents a unique marketing landscape where understanding and embracing cultural nuances is paramount for success across all industry verticals. Marketers operating within this dynamic environment must move beyond generic approaches and cultivate strategies deeply attuned to local customs, values, and significant seasonal events. One of

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Aligning Capabilities with Value: A Blueprint for Modern Marketing Organizations

Marketing leaders today face a paradox: despite access to more technology, data, and tools than ever before, many organizations are still falling short in demonstrating clear business value. A core reason for this gap is that capabilities are often developed and deployed without a clear link to the value they are meant to deliver.

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Reducing Organizational Friction: The Hidden Lever for Marketing Growth

As marketing leaders, we often focus on new technologies, campaigns, and data strategies to drive growth. Yet, there is a hidden barrier within many marketing organizations that quietly erodes performance, drains talent, and delays results: organizational friction. Addressing this friction systematically is not just an operational concern; it is one of the most powerful levers

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MMA Reveals the APAC Advertisers, Brands, Holding Companies, Agencies, and Solution Providers Driving the Most Impact in Modern Marketing on the SMARTIES™ Business Impact Index 2024

The SMARTIES Business Impact Index (BII) is the world’s first and only global modern marketing index that identifies, ranks, and celebrates the agencies, brands, advertisers, and solution providers making the biggest business impact. Built on a proprietary methodology co-developed with WARC, the global authority on marketing effectiveness, the BII evaluates thousands of submissions each year

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SMARTIES Business Impact Index 2024 Global: A Snapshot of Marketing that Matters

In today’s complex marketing landscape, effectiveness is no longer defined by creativity alone; it’s measured by real, demonstrable business outcomes. The SMARTIES Business Impact Index (BII) was created to recognize just that. Now in its latest edition, the 2024 Global Rankings bring together the most consistent performers from across the world — agencies, brands, advertisers,

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Marketing Measurement à la Phở, Layered, Rich and Just Right

Ask any Vietnamese foodie and they’ll tell you: a great bowl of phở isn’t just soup. It’s a delicate balance of broth, herbs, noodles, and protein. Each layer contributes to something greater than the sum of its parts. Now imagine your marketing measurement strategy like that bowl of phở. When done right, it’s layered with

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From Reach-Based to People-Based Attribution: The New Frontier in Vietnam’s Marketing Measurement

As digital channels multiply and consumer behaviors diversify, marketers in Vietnam face increasing pressure to demonstrate clear business outcomes from their campaigns. Traditional reach-based attribution models, which emphasize impressions and broad exposure, are no longer sufficient in capturing the complexity of today’s customer journey. With interactions spread across social media, e-commerce, messaging platforms, and physical

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Agile Marketing in Indonesia: Leveraging Real-Time AI Insights for Consumer Engagement

The Indonesian market, characterized by its rapid evolution and diverse consumer landscape, demands that marketers across all industry verticals adopt agile and responsive strategies. In this dynamic environment, the ability to capture, analyze, and act upon real-time consumer insights is no longer an advantage but a fundamental necessity for sustained success. The traditional approach of

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