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Emtek Appoints GroupM Veteran Himanshu Shekhar as Director of Commerce to Strengthen Its Content-to-Commerce Ecosystem

JAKARTA, INDONESIA – 24 September 2025 – PT Elang Mahkota Teknologi Tbk (Emtek), Indonesia’s leading technology and media conglomerate, today announced the appointment of Himanshu Shekhar as Chief of Commerce Business Officer. The paradigm for marketing investment is shifting. As brands increasingly prioritize conversion and ROI over traditional metrics like impressions and reach, digital commerce […]

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SMARTIES™ Thailand 2025 Announces Finalists, Highlighting the Country’s Most Innovative Marketing Campaigns

BANGKOK, THAILAND – September X, 2025 – MMA Global, the leading global trade association for marketers, today announced the official shortlist for the SMARTIES™ Thailand 2025 awards. The list features  the  finalists of the nation’s most impactful and creative marketing campaigns, selected from a competitive pool of entries that demonstrate a commitment to innovation and

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Why ‘Personalization’ Isn’t Personal at All

Marketers are obsessed with personalization. But if your strategy relies on fixed rules and pre-defined audience segments, you aren’t truly personalizing. You’re just segmenting with a prettier name. And in today’s dynamic digital world, where consumer behaviors are constantly changing, that’s no longer enough.  The Limits of Traditional Segmentation  Traditional segmentation uses static personas and

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Strategic Data Evolution: The MMA’s Enhanced Framework for Marketing Excellence

The Marketing Measurement & Analytics (MMA) Data Maturity Framework, created through strategic partnership with EY, offers marketers a comprehensive blueprint for transforming data obstacles into competitive advantages. This framework addresses critical areas including regulatory adherence, analytical capabilities, integration systems, strategic optimization, and business value generation.  Framework Foundation and Strategic Value  The enhanced Data Maturity Framework

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Breaking Through Data Barriers: MMA Global’s Comprehensive Framework for Marketing Excellence

Marketing leaders today face an undeniable truth: your ability to harness data effectively determines whether you thrive or merely survive in this competitive landscape. Data excellence isn’t just another buzzword—it’s the cornerstone that separates industry leaders from those struggling to keep pace.  MMA Global has joined forces with forward-thinking marketing and advertising professionals to launch

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The Five Stages of Data Excellence: Where Does Your Business Rank?

MMA Global introduces the Data Maturity Assessment—an efficient 20-question diagnostic instrument specifically developed for marketing executives seeking to evaluate their company’s data sophistication level.  This comprehensive tool rapidly reveals your organization’s positioning across five critical factors compared to industry peers and benchmarked against companies our analysis recognized as sector frontrunners.  The Five Data Maturity Classifications: 

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Personalization at Scale: How Leading Brands Are Delivering ROI with AI in 2025

In 2025, personalization is no longer a marketing differentiator – it’s a growth lever. Yet despite widespread AI adoption, many brands still struggle to connect personalization efforts to meaningful ROI. The gap isn’t technology. It’s approach. This article explores how leading marketers are moving beyond rule-based targeting to build more adaptive, intelligent systems and how

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Precision is powerful — but too much precision can be dangerous. The leaders who will win the next era of marketing will be those who master balance: targeting the most persuadable customers today while keeping the influence network engaged for tomorrow.

Targeting Can Be Too Precise. And It’s Costing You Growth

Rethinking Precision Targeting  For years, precision has been the holy grail of media planning. Every new tool, dataset, and technology promised the same thing: tighter targeting, less waste, better ROI.  It sounds logical. Why waste money talking to people who aren’t ready to buy?  But here’s the problem: in many categories, hyper-targeting doesn’t just deliver

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