SMARTIES Business Impact Index – Indonesia

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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 Indonesia SMARTIES
Business Impact Index

Top brands in Indonesia

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

Rank Brand Product category Total brand score
1 McDonald’s Retail 120.6
2 Google Search Technology & Electronics 75.2
3 Grab Retail 69.5
4 Pantene Toiletries & Cosmetics 64.4
5 Wyeth Nutrition Food 60.3
6 Bilibili Media & Publishing 57.8
=7 TikTok Media & Publishing 40.2
=7 Truecaller Media & Publishing 40.2
=7 blu Financial Services 40.2
=7 L’Oréal Toiletries & Cosmetics 40.2
=7 Wardah Toiletries & cosmetics 40.2
12 Coca-Cola Soft Drinks 38.5
13 Maybelline Toiletries & Cosmetics 38.2
14 Pocari Sweat Soft Drinks 36.2
15 Emina Toiletries & Cosmetics 32.9
16 Pond’s Toiletries & Cosmetics 28.2
=17 Dancow Soft Drinks 24.1
=17 Ubud Writers & Readers Festival Non-profit, public sector & education 24.1
=17 Bintang Beer Alcoholic Drinks 24.1
=17 LinkAja Financial Services 24.1
=17 BARDI Technology & Electronics 24.1
=17 Woods’ Food 24.1
=17 Cornetto Food 24.1
=17 Sunlight Household & Domestic 24.1
=25 Vaseline Toiletries & Cosmetics 20.1
=25 Danone Food 20.1
27 Blibli Business & Industrial 20
28 Sony Pictures Media & Publishing 16.5
=29 Pizza Hut Retail 16.1
=29 Pristine8.6+ Soft Drinks 16.1
=29 Kiehl’s Toiletries & Cosmetics 16.1
=29 Samsung Technology & Electronics 16.1
=29 La Fonte Food 16.1
=29 Lifebuoy Toiletries & Cosmetics 16.1
=29 Heinz Food 16.1
36 Nescafé Soft Drinks 12.1
37 MILO Soft Drinks 8.8
=38 AQUA Soft Drinks 8.4
=38 Twitter Media & Publishing 8.4
=40 SMARTFREN Telecoms & utilities 8
=40 Telkomsel Telecoms & Utilities 8
=40 Shell Automotive 8
=40 CDR Pharma & Healthcare 8
=40 Frisian Flag Soft Drinks 8
=40 Bank Central Asia Financial Services 8
=40 Bear Brand Soft Drinks 8
=40 Dove Toiletries & Cosmetics 8
=40 Samsung Galaxy Technology & Electronics 8
=40 by.U Telecoms & utilities 8
=40 Three Telecoms & Utilities 8
=40 Viennetta Food 8
52 Laneige Toiletries & Cosmetics 4.4
=53 SilverQueen Food 4
=53 Redoxon Pharma & Healthcare 4
=53 Sensodyne Toiletries & Cosmetics 4
=53 Hyundai Automotive 4
=53 Panadol Pharma & healthcare 4
=53 Spotify Media & Publishing 4
=53 Toyota Automotive 4
=53 XL Home Telecoms & utilities 4
=53 OREO Food 4
=53 Dettol Household & Domestic 4
=53 Nestlé Lactogrow Soft Drinks 4
=53 Lazada Retail 4
=53 ABC Food 4
=53 Kahf Toiletries & Cosmetics 4
=53 Royco Food 4
=53 Rexona Toiletries & Cosmetics 4
=53 Astrapay Financial Services 4
=53 Tokocrypto Financial Services 4
=53 Paddle Pop Food 4
=53 Zenius Education Non-profit, public sector & education 4
=53 Heineken Alcoholic Drinks 4
=53 Pepsodent Toiletries & Cosmetics 4
=53 Bango / Royco Food 4
=53 Bank Jago Financial Services 4
=53 Biznet Telecoms & utilities 4
=53 Eiger Retail 4

MMA Indonesia SMARTIES
Business Impact Index

Top advertisers in Indonesia

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

Rank Advertiser Points
1 Unilever 148.8
2 McDonald’s 120.6
3 Nestlé 117.4
4 L’Oréal 94.5
5 PT Paragon Technology and Innovation 77.2
6 Alphabet 75.2
7 Grab 69.5
8 Procter & Gamble 64.4
9 Bilibili 57.8
=10 ByteDance 40.2
=10 Truecaller 40.2
=10 BCA Digital 40.2
13 The Coca-Cola Company 38.5
14 Amerta Indah Otsuka 36.2
15 Danone 28.5
16 Heineken 28.2
=17 Yayasan Mudra Swari Saraswati 24.1
=17 LinkAja 24.1
=17 BARDI 24.1
=17 Gojek 24.1
=17 Samsung 24.1
22 Kraft Heinz Company 20.1
23 Blibli 20
24 Sony 16.5
=25 Telkom Indonesia 16.1
=25 Yum! Brands 16.1
=25 PT Super Wahana Tehno 16.1
=25 Indofood 16.1
29 Bayer Group 12.1
30 Twitter 8.4
=31 Sinar Mas 8
=31 Shell 8
=31 Haleon 8
=31 FrieslandCampina 8
=31 Djarum 8
=31 CK Hutchison Holdings 8
37 Amorepacific 4.4
=38 Petra Foods 4
=38 Hyundai Motor Group 4
=38 Spotify 4
=38 Toyota Motor Corporation 4
=38 XL Axiata 4
=38 Mondelēz International 4
=38 Reckitt 4
=38 Alibaba Group 4
=38 Astra International 4
=38 Binance 4
=38 Zenius Education 4
=38 Bank Jago 4
=38 Midplaza Holding 4
=38 Eiger 4

SMARTIES
Business Impact Index

Top creative agencies in Indonesia

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 Leo Burnett Jakarta Indonesia Creative Agency Leo Burnett Publicis Groupe 116.6
2 dentsu Indonesia Jakarta Indonesia Creative Agency Dentsu International Dentsu 111.4
3 M&C Saatchi Jakarta Indonesia Creative Agency M&C Saatchi 80.5
4 Dentsu Creative Jakarta Indonesia Creative Agency Dentsu International Dentsu 40.2
5 Ogilvy Jakarta Indonesia Creative Agency Ogilvy WPP 36.2
6 Wunderman Thompson Jakarta Indonesia Creative Agency Wunderman Thompson WPP 28.2
=7 AdAsia Jakarta Indonesia Creative Agency 20.1
=7 BBDO Jakarta Indonesia Creative Agency BBDO Worldwide Omnicom Group 20.1
9 Popcult Group Jakarta Indonesia Creative Agency 16.1
=10 Arcade Jakarta Indonesia Creative Agency 12.1
=10 PT Dentsu Cursor Komunika Jakarta Indonesia Creative Agency Dentsu International Dentsu 12.1
=12 FTW Jakarta Indonesia Creative Agency Future Creative Network 8
=12 Mercury Jakarta Indonesia Creative Agency 8
=12 Finch Jakarta Indonesia Creative Agency Future Creative Network 8
15 Cheil Jakarta Indonesia Creative Agency Cheil Worldwide 4.5
16 Publicis Jakarta Indonesia Creative Agency Publicis Worldwide Publicis Groupe 2

SMARTIES
Business Impact Index

Top digital/specialist agencies in Indonesia

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
=1 PT. Rayu Hati Anak Bangsa Jakarta Indonesia Digital/Specialist Agency 40.2
=1 Digitas Jakarta Indonesia Digital/Specialist Agency Digitas Publicis Groupe 40.2
3 REDComm Jakarta Indonesia Digital/Specialist Agency Red Media Group 24.1
=4 ADA Jakarta Indonesia Digital/Specialist Agency 20.1
=4 Maverick Jakarta Indonesia Digital/Specialist Agency 20.1
6 Olrange Jakarta Indonesia Digital/Specialist Agency ALVA 16.1
7 Buzzohero Jakarta Indonesia Digital/Specialist Agency 12.1
=8 Olround Jakarta Indonesia Digital/Specialist Agency Future Creative Network 8
=8 Pantarei Jakarta Indonesia Digital/Specialist Agency 8
=8 STEB Asia Denpasar Indonesia Digital/Specialist Agency 8
11 Maleo Jakarta Indonesia Digital/Specialist Agency Future Creative Network 4
12 Lion & Lion Jakarta Indonesia Digital/Specialist Agency 2

SMARTIES
Business Impact Index

Top media agencies in Indonesia

(Location is where the agency is based)

Rank Agency Agency Location Country Agency Type Agency Group/Network Holding company/Owner Total agency score
1 Wavemaker Jakarta Indonesia Media Agency Wavemaker WPP 129.3
2 OMD Jakarta Indonesia Media Agency OMD Worldwide Omnicom Group 106.1
3 Mindshare Jakarta Indonesia Media Agency Mindshare Worldwide WPP 102.6
4 EssenceMediacom Jakarta Indonesia Media Agency EssenceMediacom WPP 94.8
5 PHD Jakarta Indonesia Media Agency PHD Worldwide Omnicom Group 60.3
6 mSix&partners Jakarta Indonesia Media Agency The&Partnership 44.2
7 Vizeum Jakarta Indonesia Media Agency Dentsu International Dentsu 32.9
8 OMG Jakarta Indonesia Media Agency Omnicom Media Group Omnicom Group 32.4
9 Starcom Jakarta Indonesia Media Agency Starcom Publicis Groupe 19.3
10 Red Star Jakarta Indonesia Media Agency Dentsu International Dentsu 14.1
=11 Zenith Jakarta Indonesia Media Agency Zenith Publicis Groupe 8
=11 Carat Jakarta Indonesia Media Agency Dentsu International Dentsu 8
13 UM Jakarta Indonesia Media Agency IPG Mediabrands Interpublic Group 4
14 Spark Foundry Jakarta Indonesia Media Agency Spark Foundry Publicis Groupe 2
15 PT Wira Pamungkas Pariwara Jakarta Indonesia Media Agency GroupM WPP 1.1

SMARTIES
Business Impact Index

Top solution providers in Indonesia

(Location is where the agency is based)

Rank Solution provider Location Type Total agency score
1 Yield Marketing Technology Indonesia Solution Providers 95.7
2 TikTok Indonesia Solution Providers 77.9
3 Digital Turbine Indonesia Solution Providers 73.2
4 Emtek Digital Indonesia Solution Providers 60.3
5 Grivy Indonesia Solution Providers 47.3
=6 Sugar & Spice Indonesia Solution Providers 40.2
=6 FAS Indonesia Solution Providers 40.2
8 MAAS Indonesia Solution Providers 36.2
9 InMobi Indonesia Solution Providers 36.1
10 Gojek Indonesia Solution Providers 24.1
11 INCA Indonesia Solution Providers 14.3
12 Ad-Lib.io Indonesia Solution Providers 12.1
=13 Twitter Indonesia Solution Providers 8.4
=13 mCanvas Indonesia Solution Providers 8.4
=15 POKKT Indonesia Solution Providers 8
=15 Magnite Indonesia Solution Providers 8
=15 TotallyAwesome Indonesia Solution Providers 8
=18 Adbro Indonesia Solution Providers 4
=18 Menjadi Manusia Indonesia Solution Providers 4
=18 Facebook Indonesia Solution Providers 4
=18 Whisper Media Indonesia Solution Providers 4
=22 Meta Indonesia Solution Providers 2.6
=22 Google Indonesia Solution Providers 2.6
24 Glance Indonesia Solution Providers 2.2
25 AdColony Indonesia Solution Providers 1.3

SMARTIES
Business Impact Index

Top agency networks in Indonesia

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

Rank Agency network Holding company Points
1 Dentsu International Dentsu 218.7
2 Wavemaker WPP 129.3
3 Leo Burnett Publicis Groupe 116.6
4 OMD Worldwide Omnicom Group 106.1
5 Mindshare Worldwide WPP 102.6
6 EssenceMediacom WPP 94.8
7 M&C Saatchi 80.5
8 PHD Worldwide Omnicom Group 60.3
9 The&Partnership 44.2
10 Digitas Publicis Groupe 40.2
11 Ogilvy WPP 36.2
12 Omnicom Media Group Omnicom Group 32.4
=13 Wunderman Thompson WPP 28.2
=13 Future Creative Network 28.2
15 Red Media Group 24.1
16 BBDO Worldwide Omnicom Group 20.1
17 Starcom Publicis Groupe 19.3
18 ALVA 16.1
19 Zenith Publicis Groupe 8
20 Cheil Worldwide 4.5
21 IPG Mediabrands Interpublic Group 4
=22 Spark Foundry Publicis Groupe 2
=22 Publicis Worldwide Publicis Groupe 2
24 GroupM WPP 1.1

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