The SMARTIES™ Business Impact Index (BII) serves as the industry’s most definitive benchmark of marketing impact, ranking the brands, agencies, advertisers, and solution providers that drive true business growth through modern marketing.
Now in its latest edition, the 2024 SMARTIES™ BII continues to spotlight those who are not just participating in marketing transformation but leading it. Powered by our proprietary methodology developed in partnership with WARC, the global authority on advertising effectiveness, the rankings are built from thousands of award submissions, finalists, and winners across SMARTIES™ programs worldwide.
From performance to purpose, data to creativity, the Thailand 2024 winners represent the best of the best in delivering measurable impact.
Here are the SMARTIES BII 2024 Winners – Thailand:
MMA Thailand SMARTIES
Business Impact Index
Top Brands in Thailand
| Rank | Brand | Product category | Total brand score |
|
1 |
Grab | Retail | 108.6 |
|
2 |
MoreFun Studios | Leisure & Entertainment | 75.6 |
|
3 |
KFC | Retail | 44.1 |
|
4 |
Babi Mild | Toiletries & Cosmetics | 40.1 |
|
5 |
Lancôme | Toiletries & Cosmetics | 32.5 |
|
6 |
Burger King | Retail | 24.1 |
|
6 |
Samsung Galaxy | Technology & Electronics | 24.1 |
|
6 |
Nescafe | Soft Drinks | 24.1 |
|
6 |
Central Department Store | Retail | 24.1 |
|
6 |
Thai Life Insurance | Financial Services | 24.1 |
|
6 |
Lay’s | Food | 24.1 |
|
6 |
Ayudhya Capital | Financial Services | 24.1 |
|
13 |
Heineken | Alcoholic Drinks | 16.0 |
|
13 |
CP-Meiji | Food | 16.0 |
|
15 |
Big C | Retail | 8.4 |
|
16 |
MILO | Soft Drinks | 8.0 |
|
16 |
Toyota | Automotive | 8.0 |
|
16 |
Vitamilk | Soft Drinks | 8.0 |
|
16 |
Hong Kong Tourism Board | Transport & Tourism | 8.0 |
|
20 |
Oreo | Food | 7.1 |
|
21 |
Electricity Generating Authority of Thailand | Telecoms & Utilities | 4.0 |
|
21 |
Glico | Food | 4.0 |
|
21 |
Garnier | Toiletries & Cosmetics | 4.0 |
|
21 |
HP | Technology & Electronics | 4.0 |
|
21 |
PTT Public Company Limited | Telecoms & Utilities | 4.0 |
|
21 |
Colgate | Toiletries & Cosmetics | 4.0 |
MMA Thailand SMARTIES
Business Impact Index
Top Advertisers in Thailand
| Rank | Advertiser | Points |
|
1 |
Grab | 108.6 |
|
2 |
Tencent | 75.6 |
|
3 |
Yum! Brands | 44.1 |
|
4 |
Osotspa | 40.1 |
|
5 |
L’Oréal | 36.5 |
|
6 |
Nestle | 32.1 |
|
7 |
Restaurant Brands International | 24.1 |
|
7 |
Central Group | 24.1 |
|
7 |
Samsung | 24.1 |
|
7 |
Thai Life Insurance | 24.1 |
|
7 |
PepsiCo | 24.1 |
|
7 |
Mitsubishi Group | 24.1 |
|
13 |
Charoen Pokphand Group | 16.0 |
|
13 |
Heineken | 16.0 |
|
13 |
Meiji Holdings | 16.0 |
|
16 |
Big C | 8.4 |
|
17 |
Green Spot Company | 8.0 |
|
17 |
Toyota Motor Corporation | 8.0 |
|
17 |
Government of Thailand | 8.0 |
|
17 |
Hong Kong Tourism Board | 8.0 |
|
21 |
Mondelez International | 7.1 |
|
22 |
HP Inc. | 4.0 |
|
22 |
Glico | 4.0 |
|
22 |
Colgate-Palmolive Company | 4.0 |
MMA Thailand SMARTIES
Business Impact Index
Top Agency Networks in Thailand
| Rank | Agency network | Holding company | Points |
|
1 |
Hakuhodo | Hakuhodo DY Group | 102.4 |
|
2 |
Dentsu International | Dentsu | 92.2 |
|
3 |
Ogilvy | WPP | 60.1 |
|
4 |
Wavemaker | WPP | 48.1 |
|
5 |
Leo Burnett | Publicis Groupe | 40.1 |
|
6 |
Starcom | Publicis Groupe | 24.1 |
|
7 |
T&P | WPP | 8.0 |
|
8 |
VML | WPP | 4.0 |
MMA Thailand SMARTIES
Business Impact Index
Top Creative Agencies in Thailand
|
Rank |
Agency | Agency Group/Network | Agency Location | Holding company/Owner | Total agency score |
| 1.0 | Spa-Hakuhodo | Hakuhodo | Bangkok | Hakuhodo DY Group | 102.4 |
| 2.0 | Ogilvy | Ogilvy | Bangkok | WPP | 56.1 |
| 3.0 | Brilliant & Million | Bangkok | Publicis Groupe | 48.1 | |
| 4.0 | Leo Burnett | Leo Burnett | Bangkok | Publicis Groupe | 40.1 |
| 5.0 | Soho Square | Ogilvy | Bangkok | WPP | 4.0 |
| 6.0 | VML | VML | Bangkok | WPP | 4.0 |
MMA Thailand SMARTIES
Business Impact Index
Top Media Agencies in Thailand
|
Rank |
Agency | Agency Location | Agency Group/Network | Holding company/Owner | Total agency score |
| 1 | Wavemaker | Bangkok | Wavemaker | WPP | 48.1 |
| 2 | Carat | Bangkok | Dentsu International | Dentsu | 40.1 |
| 3 | Starcom | Bangkok | Starcom | Publicis Groupe | 24.1 |
| 4 | T&P | Bangkok | T&P | WPP | 8.0 |
MMA Thailand SMARTIES
Business Impact Index
Top Digital/Specialist Agencies in Thailand
|
Rank |
Agency | Agency Location | Agency Group/Network | Holding company/Owner | Total agency score |
| 1 | iProspect | Bangkok | Dentsu International | Dentsu | 28.1 |
| 2 | dentsu X | Bangkok | Dentsu International | Dentsu | 24.1 |
MMA Thailand SMARTIES
Business Impact Index
Top Solution Providers in Thailand
|
Rank |
Agency | Country | Agency Type | Total agency score |
| 1 | GrabAds | Thailand | Solution Providers | 108.1 |
| 2 | POKKT | Thailand | Solution Providers | 20.0 |
| 3 | mCanvas | Thailand | Solution Providers | 4.0 |
Explore other SMARTIES Business Impact Index reports here:
SMARTIES APAC Business Impact Index 2024
SMARTIES Global Business Impact Index 2024
SMARTIES Philippines Business Impact Index 2024
SMARTIES China Business Impact Index 2024
SMARTIES Vietnam Business Impact Index 2024
SMARTIES India Business Impact Index 2024
SMARTIES Indonesia Business Impact Index 2024
To access the most comprehensive body of successful, award-winning work in modern marketing available today, produced by the companies named on the Index, the MMA Case Study Hub—available exclusively to MMA membership—offers the insight and context as to why the work matters. This robust, highly searchable database of more than 1,000 case studies, including a portfolio of the latest prize-winning Cannes Mobile Lions, helps both buyers and creators in the industry navigate the modern marketing landscape. Through real-world examples, marketers can get inspired by seeing what others in their industry are doing or examine the work of leading modern marketing creators to inform hiring decisions, and creators can evaluate the competition or gain insight into the past work of a prospective client to inform their approach to a specific creative challenge.
Both the Index and the Case Studies Hub are fueled by the SMARTIES award-winning and finalist campaigns.
About the MMA:
Comprised of over 800 member companies globally and 15 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, martech and media companies working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Led by CMOs, the MMA helps marketers lead the imperative for marketing change – in ways that enable future breakthroughs while optimizing current activities. The MMA is committed to science and questioning and believes that creating marketing impact is steeped in constructively challenging the status quo encouraging business leaders to aggressively adopt proven, peer-driven and scientific best practices, without compromise. The MMA invests millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success, while also propelling business growth.
Members include 1-800-Flowers.com, Adobe, Allstate, Ally Financial, American Family Insurance, AT&T, Bank of America, Campbell’s, Chipotle Mexican Grill, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Cuebiq, CVS Health, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, EY Facebook, Ford, General Motors Company, Google, Hilton Worldwide, IBM Watson, JPMorgan Chase, Kellogg Company, Kroger, LinkedIn, L’Oreal, Marriott International, Match Group, Mastercard, McDonald’s, Merck, MillerCoors, Monster, NBCU, Nike, Pandora, Petco, Pfizer, Salesforce, Samsung, Snap Inc., Spotify, Target Inc., The Coca-Cola Company, The Hershey Company, TikTok, T- Mobile, Twitter, Uber, Unilever, Verizon Media Group, Verizon, Visa, Walmart, Waze, Western Union and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information, visit the website.
