SMARTIES Business Impact Index – China

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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 China SMARTIES
Business Impact Index

Top brands in China

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

Rank Brand Product category Total brand score
1 KFC Retail 167.9
2 Lay’s Food 135.9
3 KangShiFu Soft Drinks 53.6
=4 Mellin Toiletries & Cosmetics 42
=4 Knorr Food 42
=4 Fenbid Pharma & Healthcare 42
=4 Fiture Technology & Electronics 42
=8 iQiyi Media & Publishing 33.6
=8 HEYTEA Soft Drinks 33.6
=8 vivo Technology & Electronics 33.6
=11 OMO Household & Domestic 25.2
=11 adidas Clothing & Accessories 25.2
=11 Clear Toiletries & Cosmetics 25.2
=11 Sony Pictures Media & Publishing 25.2
=11 Chips Ahoy / Be & Cheery / Kuaishouxiaochu Food 25.2
=11 CR Sanjiu Pharma & Healthcare 25.2
=11 OPPO Technology & Electronics 25.2
=11 Dr.Yu Toiletries & Cosmetics 25.2
=11 Moody Toiletries & Cosmetics 25.2
=11 Philips Technology & Electronics 25.2
=11 Tencent Video Media & Publishing 25.2
=11 Shell Automotive 25.2
=11 Master Kong Food 25.2
=11 Victoria’s Secret Retail 25.2
=11 Guliduo Soft Drinks 25.2
=11 The a2 Milk Company Soft Drinks 25.2
=27 Minute Maid Soft Drinks 16.8
=27 Bactroban Pharma & Healthcare 16.8
=27 Bioderma Pharma & Healthcare 16.8
=27 Centrum Food 16.8
=27 Arena Of Valor Leisure & Entertainment 16.8
=27 FILA Clothing & Accessories 16.8
=27 Quduoduo Food 16.8
=27 Nayuki Soft Drinks 16.8
=27 New Balance Clothing & Accessories 16.8
=27 Voltaren Pharma & Healthcare 16.8
=27 PepsiCo Food 16.8
=27 Procter & Gamble Toiletries & Cosmetics 16.8
=27 superX Alcoholic Drinks 16.8
=27 Dell Technology & electronics 16.8
=27 Huaxizi Toiletries & Cosmetics 16.8
=27 Volvo Automotive 16.8
=27 WuSu Beer Alcoholic Drinks 16.8
44 Xiaohongshu Media & Publishing 13.2
45 Comfort Household & Domestic 8.8
=46 Alipay Financial services 8.4
=46 ALIENERGY Soft Drinks 8.4
=46 Bigo Live Media & Publishing 8.4
=46 Burberry Clothing & Accessories 8.4
=46 Gucci Toiletries & Cosmetics 8.4
=46 DICOS Retail 8.4
=46 Mobil Automotive 8.4
=46 LEGO Leisure & Entertainment 8.4
=46 F&F Retail 8.4
=46 Longines Clothing & Accessories 8.4
=46 NongFu Spring Soft Drinks 8.4
=46 Bisco Food 8.4
=46 Ant Forest Non-profit, public sector & education 8.4
=46 Contac NT Pharma & Healthcare 8.4

MMA China SMARTIES
Business Impact Index

Top advertisers in China

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

Rank Advertiser Points
1 PepsiCo 177.9
2 Yum! Brands 167.9
3 Unilever 101.1
4 Ting Hsin International Group 78.8
5 GSK 67.1
6 BBK Electronics 58.8
=7 Tencent 42
=7 Mondelēz International 42
=7 Johnson & Johnson 42
=7 Fiture 42
=11 Baidu 33.6
=11 Haleon 33.6
=11 HEYTEA 33.6
=14 adidas 25.2
=14 Sony 25.2
=14 CR Sanjiu 25.2
=14 Jahwa 25.2
=14 Moody 25.2
=14 Philips 25.2
=14 Shell 25.2
=14 Victoria’s Secret 25.2
=14 Yili Group 25.2
=14 The a2 Milk Company 25.2
=24 Alibaba Group 16.8
=24 The Coca-Cola Company 16.8
=24 Bioderma 16.8
=24 FILA 16.8
=24 Nayuki 16.8
=24 New Balance 16.8
=24 Procter & Gamble 16.8
=24 CR Snow 16.8
=24 Dell Technologies 16.8
=24 Huaxizi 16.8
=24 Geely 16.8
=24 Carlsberg Group 16.8
36 Xiaohongshu 13.2
=37 Chi Forest 8.4
=37 Bigo Technology 8.4
=37 Burberry 8.4
=37 Kering 8.4
=37 Tianjin Ding Qiao Food Service 8.4
=37 ExxonMobil 8.4
=37 KIRKBI 8.4
=37 F&F 8.4
=37 The Swatch Group 8.4
=37 NongFu Spring 8.4
=37 Glico 8.4

SMARTIES
Business Impact Index

Top creative agencies in China

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 Dentsu Creative Shanghai China Creative Agency Dentsu International Dentsu 83.9
2 Dentsu Creative Beijing China Creative Agency Dentsu International Dentsu 42
3 Carnivo Shanghai China Creative Agency LEO Digital Network 33.6
4 PAST/NEXT Shanghai China Creative Agency Full Sense Group 25.2
5 Always Marketing Shanghai China Creative Agency 4

SMARTIES
Business Impact Index

Top digital/specialist agencies in China

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 dentsu X Shanghai China Digital/Specialist Agency Dentsu International Dentsu 25.2
2 BeHalo Shanghai China Digital/Specialist Agency Full Sense Group 25.2

SMARTIES
Business Impact Index

Top media agencies in China

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 Mindshare Shanghai China Media Agency Mindshare Worldwide WPP 271.8
2 EssenceMediacom Shanghai China Media Agency EssenceMediacom WPP 42
3 Initiative Shanghai China Media Agency IPG Mediabrands Interpublic Group 25.2
=4 TEAMPRO Shanghai China Media Agency 16.8
=4 UM Shanghai China Media Agency IPG Mediabrands Interpublic Group 16.8
=4 OMD Shanghai China Media Agency OMD Worldwide Omnicom Group 16.8
7 Wavemaker Beijing China Media Agency Wavemaker WPP 13.2
=8 Carat Shanghai China Media Agency Dentsu International Dentsu 8.4
=8 Wavemaker Shanghai China Media Agency Wavemaker WPP 8.4
10 Shiyin Culture Shanghai China Media Agency 6
=11 UNITE Shanghai China Media Agency GroupM WPP 4.5
=11 GroupM Shanghai China Media Agency GroupM WPP 4.5

SMARTIES
Business Impact Index

Top solution providers in China

(Location is where the agency is based)

Rank Solution provider Location Type Total agency score
1 Tencent China Solution Providers 235
2 MI China Solution Providers 75.5
=3 iQiyi China Solution Providers 42
=3 Xiaohongshu China Solution Providers 42
5 ecliicktech China Solution Providers 33.6
=6 Youku China Solution Providers 25.2
=6 techWise China Solution Providers 25.2
=6 Kuaishou China Solution Providers 25.2
=6 Ylab China Solution Providers 25.2
=10 cocafe China Solution Providers 16.8
=10 Reachmax China Solution Providers 16.8
12 SMT China Solution Providers 9
=13 Shanghai Nexus Information Technology Co. Ltd China Solution Providers 8.4
=13 KUAIKAN China Solution Providers 8.4
15 TFT China Solution Providers 8
16 Key Point Film China Solution Providers 3

SMARTIES
Business Impact Index

Top agency networks in China

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

Rank Agency network Holding company Points
1 Mindshare Worldwide WPP 271.8
2 Dentsu International Dentsu 159.5
3 Full Sense Group 50.4
=4 EssenceMediacom WPP 42
=4 IPG Mediabrands Interpublic Group 42
6 LEO Digital Network 33.6
7 Wavemaker WPP 21.6
8 OMD Worldwide Omnicom Group 16.8
9 GroupM WPP 9

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