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:
- Vietnam Brands
- Vietnam Advertisers
- Vietnam Creative Agencies
- Vietnam Digital/Specialist Agencies
- Vietnam Media Agencies
- Vietnam Solution Providers
- Vietnam Networks
MMA Vietnam SMARTIES Business Impact Index
Top brands in Vietnam
(Location is where the brand’s campaign(s) ran)
| Rank | Brand | Product category | Total brand score |
|---|---|---|---|
| 1 | Heineken | Alcoholic Drinks | 268 |
| 2 | Nescafé | Soft Drinks | 104.5 |
| 3 | Bia Saigon | Alcoholic Drinks | 102.1 |
| 4 | Kinh Do | Food | 94.5 |
| 5 | Grab | Retail | 93.3 |
| 6 | Ensure | Food | 81.6 |
| 7 | Việc Làm Tốt | Business & Industrial | 66.4 |
| 8 | Samsung Galaxy | Technology & Electronics | 64.1 |
| 9 | Sting | Soft Drinks | 62.7 |
| 10 | MILO | Soft Drinks | 61.3 |
| 11 | FE Credit | Financial services | 56.1 |
| 12 | Castrol | Automotive | 52.5 |
| 13 | Head & Shoulders | Toiletries & Cosmetics | 52.1 |
| 14 | Lifebuoy | Toiletries & Cosmetics | 48.3 |
| 15 | Pampers | Toiletries & Cosmetics | 44 |
| 16 | Aquafina | Soft Drinks | 42.6 |
| 17 | Samsung | Technology & Electronics | 41.2 |
| 18 | Biti’s | Clothing & Accessories | 37.8 |
| 19 | Maybelline | Toiletries & Cosmetics | 34.8 |
| 20 | Technology & Electronics | 32.1 | |
| 21 | LUX | Toiletries & Cosmetics | 32 |
| 22 | Redoxon | Pharma & Healthcare | 30 |
| 23 | Ford | Automotive | 25.4 |
| 24 | KOC Vietnam | Media & Publishing | 24.4 |
| =25 | Ms. Bach Tuyet | Media & Publishing | 24 |
| =25 | Traveloka | Transport & Tourism | 24 |
| =27 | Bia Viet | Alcoholic Drinks | 20 |
| =27 | Generali Group | Financial Services | 20 |
| =27 | Cream-O / Dynamite | Food | 20 |
| =27 | Nestlé | Food | 20 |
| =31 | Telfast | Pharma & Healthcare | 16 |
| =31 | Pernod Ricard | Alcoholic Drinks | 16 |
| =31 | Zespri | Food | 16 |
| =31 | Techcombank | Financial services | 16 |
| =31 | Strongbow | Alcoholic Drinks | 16 |
| =36 | Dynamite | Food | 12.4 |
| =36 | VPBank | Financial services | 12.4 |
| 38 | Downy | Household & Domestic | 12 |
| 39 | Pepsi | Soft Drinks | 10 |
| =40 | ELEVIT | Pharma & Healthcare | 8.4 |
| =40 | ZaloPay | Financial services | 8.4 |
| =42 | Panasonic | Technology & Electronics | 8 |
| =42 | La Roche-Posay | Toiletries & Cosmetics | 8 |
| =42 | Peugeot | Automotive | 8 |
| =42 | Piaggio | Automotive | 8 |
| =42 | Lazada | Retail | 8 |
| =42 | Prudential | Financial Services | 8 |
| =42 | Edelweiss | Alcoholic Drinks | 8 |
| =42 | Ariston | Technology & Electronics | 8 |
| =42 | Procter & Gamble | Toiletries & Cosmetics | 8 |
| =51 | Bepanthen | Pharma & Healthcare | 4.4 |
| =51 | HeroesTD | Leisure & Entertainment | 4.4 |
| =51 | OPPO | Technology & Electronics | 4.4 |
| =51 | Boncha | Soft Drinks | 4.4 |
| =55 | Beck’s | Alcoholic Drinks | 4 |
| =55 | GROW | Soft Drinks | 4 |
| =55 | TV360 | Media & Publishing | 4 |
| =55 | Phu Nhuan Jewelry | Clothing & Accessories | 4 |
| =55 | Sao Thai Duong | Toiletries & Cosmetics | 4 |
| =55 | FWD | Financial Services | 4 |
| =55 | Eucerin | Toiletries & Cosmetics | 4 |
| =55 | Gojek | Transport & Tourism | 4 |
| =55 | FPT Telecom | Telecoms & utilities | 4 |
| =55 | Poca | Food | 4 |
| =55 | Lactacyd | Toiletries & Cosmetics | 4 |
| =55 | Huggies | Toiletries & Cosmetics | 4 |
| =55 | League of Legends | Technology & Electronics | 4 |
| =55 | TPBank | Financial services | 4 |
| =55 | Be Group | Technology & Electronics | 4 |
| =55 | THIỆN NỮ 2 | Leisure & Entertainment | 4 |
| =55 | PUBG Mobile | Leisure & Entertainment | 4 |
| =55 | SHELL | Automotive | 4 |
| =55 | Garena Free Fire | Technology & Electronics | 4 |
| =55 | Rong Do | Soft Drinks | 4 |
| =55 | Anlene | Soft Drinks | 4 |
| =55 | TMRW | Business & Industrial | 4 |
MMA Vietnam SMARTIES Business Impact Index
Top advertisers in Vietnam
(Location is where brands belonging to the advertiser ran campaigns)
| Rank | Advertiser | Points |
|---|---|---|
| 1 | Heineken | 312.1 |
| 2 | Nestlé | 185.8 |
| 3 | PepsiCo | 119.3 |
| 4 | Procter & Gamble | 116.1 |
| 5 | Samsung | 105.3 |
| 6 | ThaiBev | 102.1 |
| 7 | Mondelēz International | 94.5 |
| 8 | Grab | 93.3 |
| 9 | Abbott | 85.6 |
| 10 | Unilever | 80.3 |
| 11 | VPBank | 68.5 |
| 12 | Chợ Tốt | 66.4 |
| 13 | BP | 52.5 |
| =14 | Bayer Group | 42.8 |
| =14 | L’Oréal | 42.8 |
| 16 | Biti’s | 37.8 |
| 17 | Universal Robina Corporation | 36.5 |
| 18 | Alphabet | 32.1 |
| =19 | The Ford Motor Company | 25.4 |
| =19 | VCCorp | 24.4 |
| =21 | Ms. Bach Tuyet | 24 |
| =21 | Traveloka | 24 |
| =23 | Generali Group | 20 |
| =23 | Sanofi | 20 |
| =25 | Pernod Ricard | 16 |
| =25 | Zespri | 16 |
| =25 | Techcombank | 16 |
| 28 | Zion | 8.4 |
| =29 | Panasonic | 8 |
| =29 | Fiat Chrysler Automobiles | 8 |
| =29 | Immsi | 8 |
| =29 | Alibaba Group | 8 |
| =29 | Prudential | 8 |
| =29 | Ariston | 8 |
| =35 | CG Studio | 4.4 |
| =35 | BBK Electronics | 4.4 |
| =35 | Uniben | 4.4 |
| =38 | Anheuser-Busch InBev | 4 |
| =38 | Viettel | 4 |
| =38 | Phu Nhuan Jewelry | 4 |
| =38 | Sao Thai Duong | 4 |
| =38 | Pacific Century Group | 4 |
| =38 | maxingvest ag | 4 |
| =38 | GoTo | 4 |
| =38 | FPT Corporation | 4 |
| =38 | Kimberly-Clark | 4 |
| =38 | Riot Games | 4 |
| =38 | TPBank | 4 |
| =38 | Be Group | 4 |
| =38 | VNG Corporation | 4 |
| =38 | Tencent | 4 |
| =38 | Shell | 4 |
| =38 | Sea | 4 |
| =38 | Fonterra | 4 |
| =38 | TMRW | 4 |
SMARTIES Business Impact Index
Top creative agencies in Vietnam
(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 | Ho Chi Minh City | Vietnam | Creative Agency | Leo Burnett | Publicis Groupe | 270.4 |
| 2 | Ogilvy | Ho Chi Minh City | Vietnam | Creative Agency | Ogilvy | WPP | 182 |
| 3 | Publicis | Ho Chi Minh City | Vietnam | Creative Agency | Publicis Worldwide | Publicis Groupe | 169.6 |
| 4 | Dentsu Redder | Ho Chi Minh City | Vietnam | Creative Agency | Dentsu International | Dentsu | 95.7 |
| 5 | Hakuhodo | Ho Chi Minh City | Vietnam | Creative Agency | Hakuhodo | Hakuhodo DY Group | 87.6 |
| 6 | Cheil | Ho Chi Minh City | Vietnam | Creative Agency | Cheil Worldwide | 41.2 | |
| 7 | XYZ SAIGON | Ho Chi Minh City | Vietnam | Creative Agency | 34.8 | ||
| 8 | Dentsu Creative | Ho Chi Minh City | Vietnam | Creative Agency | Dentsu International | Dentsu | 33.3 |
| 9 | Carnival | Ho Chi Minh City | Vietnam | Creative Agency | 27.8 | ||
| 10 | Athena CM Agency | Hanoi | Vietnam | Creative Agency | Admicro | 24.4 | |
| 11 | WOWMedia | Hanoi | Vietnam | Creative Agency | 10 | ||
| 12 | PURPOSE.ANT | Ho Chi Minh City | Vietnam | Creative Agency | 8.4 | ||
| 13 | Tequila\Vietnam | Ho Chi Minh City | Vietnam | Creative Agency | TBWA Worldwide | Omnicom Group | 8 |
SMARTIES Business Impact Index
Top digital/specialist agencies in Vietnam
(Location is where the agency is based)
| Rank | Agency | Agency Location | Country | Agency Type | Agency Group/Network | Holding company/Owner | Total agency score |
|---|---|---|---|---|---|---|---|
| 1 | Digitas | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | Digitas | Publicis Groupe | 168.7 |
| 2 | MSL | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | MSLGROUP | Publicis Groupe | 152.6 |
| =4 | ICON Media | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 40.1 | ||
| =4 | PMAX | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 40.1 | ||
| 6 | Circus Digital | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 33.4 | ||
| 7 | RSVP | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 32.1 | ||
| 8 | Phibious | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 18 | ||
| =9 | dentsu X | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | Dentsu International | Dentsu | 16 |
| =9 | Fision | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 16 | ||
| 11 | Golden Digital | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | Golden Communication Group | 14 | |
| 12 | DSquare | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | Square Group | 8 | |
| 13 | Byte Media | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 4.4 | ||
| =14 | Magneto | Hanoi | Vietnam | Digital/Specialist Agency | VCCorp | 4 | |
| =14 | Polar London | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 4 | ||
| =14 | Xanh Marketing | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 4 | ||
| =14 | TMRW | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 4 | ||
| 18 | Next Media | Hanoi | Vietnam | Digital/Specialist Agency | 3.5 | ||
| 19 | Ka Creative | Ho Chi Minh City | Vietnam | Digital/Specialist Agency | 2 |
SMARTIES Business Impact Index
Top media agencies in Vietnam
(Location is where the agency is based)
| Rank | Agency | Agency Location | Country | Agency Type | Agency Group/Network | Holding company/Owner | Total agency score |
|---|---|---|---|---|---|---|---|
| 1 | EssenceMediacom | Ho Chi Minh City | Vietnam | Media Agency | EssenceMediacom | WPP | 221.9 |
| 2 | Mindshare | Ho Chi Minh City | Vietnam | Media Agency | Mindshare Worldwide | WPP | 218 |
| 3 | Red Star | Ho Chi Minh City | Vietnam | Media Agency | Dentsu International | Dentsu | 84.1 |
| 4 | Spark Foundry | Ho Chi Minh City | Vietnam | Media Agency | Spark Foundry | Publicis Groupe | 70.2 |
| 5 | Zenith | Ho Chi Minh City | Vietnam | Media Agency | Zenith | Publicis Groupe | 66.1 |
| 6 | OMG | Ho Chi Minh City | Vietnam | Media Agency | Omnicom Media Group | Omnicom Group | 24 |
| 7 | Starcom | Ho Chi Minh City | Vietnam | Media Agency | Starcom | Publicis Groupe | 19.1 |
| 8 | ClickMedia | Ho Chi Minh City | Vietnam | Media Agency | VMLY&R | WPP | 12 |
| 9 | Bates CHI & Partners | Ho Chi Minh City | Vietnam | Media Agency | CHI & Partners | WPP | 8.4 |
| 10 | TKL | Ho Chi Minh City | Vietnam | Media Agency | DatVietVac | 4 |
SMARTIES Business Impact Index
Top solution providers in Vietnam
(Location is where the agency is based)
| Rank | Solution provider | Location | Type | Total agency score |
|---|---|---|---|---|
| 1 | Merkle | Vietnam | Solution Providers | 81.6 |
| 2 | D-ID | Vietnam | Solution Providers | 49.3 |
| 3 | Prodigious | Vietnam | Solution Providers | 47.4 |
| 4 | AkaDigital | Vietnam | Solution Providers | 40.1 |
| 5 | TikTok | Vietnam | Solution Providers | 36.7 |
| 6 | Motix | Vietnam | Solution Providers | 32 |
| =7 | TenMax Ad Tech Lab | Vietnam | Solution Providers | 24 |
| =7 | Adtima | Vietnam | Solution Providers | 24 |
| 9 | Kenh 14 | Vietnam | Solution Providers | 20 |
| 10 | Admicro | Vietnam | Solution Providers | 16.1 |
| =11 | AKA Digital | Vietnam | Solution Providers | 16 |
| =11 | Grab | Vietnam | Solution Providers | 16 |
| =11 | Oracle | Vietnam | Solution Providers | 16 |
| 14 | Alta | Vietnam | Solution Providers | 10 |
| =15 | ADT Creative | Vietnam | Solution Providers | 8 |
| =15 | Novaon Digital | Vietnam | Solution Providers | 8 |
| 17 | Meta | Vietnam | Solution Providers | 7 |
| =18 | VNG | Vietnam | Solution Providers | 4 |
| =18 | Omega Media | Vietnam | Solution Providers | 4 |
| =18 | Appier | Vietnam | Solution Providers | 4 |
| =18 | Accesstrade | Vietnam | Solution Providers | 4 |
| =18 | Estuary Solutions | Vietnam | Solution Providers | 4 |
| =18 | APPA | Vietnam | Solution Providers | 4 |
| 24 | Silverpush | Vietnam | Solution Providers | 3.5 |
| 25 | Spirable | Vietnam | Solution Providers | 1.9 |
SMARTIES Business Impact Index
Top agency networks in Vietnam
(Location is where agencies belonging to the network are based)
| Rank | Agency network | Holding company | Points |
|---|---|---|---|
| 1 | Leo Burnett | Publicis Groupe | 270.4 |
| 2 | Dentsu International | Dentsu | 229.1 |
| 3 | Ogilvy | WPP | 226.4 |
| 4 | EssenceMediacom | WPP | 221.9 |
| 5 | Mindshare Worldwide | WPP | 218 |
| 6 | Publicis Worldwide | Publicis Groupe | 169.6 |
| 7 | Digitas | Publicis Groupe | 168.7 |
| 8 | MSLGROUP | Publicis Groupe | 152.6 |
| 9 | Hakuhodo | Hakuhodo DY Group | 87.6 |
| 10 | Spark Foundry | Publicis Groupe | 70.2 |
| 11 | Zenith | Publicis Groupe | 66.1 |
| 12 | Cheil Worldwide | 41.2 | |
| 13 | Admicro | 24.4 | |
| 14 | Omnicom Media Group | Omnicom Group | 24 |
| 15 | Starcom | Publicis Groupe | 19.1 |
| 16 | Golden Communication Group | 14 | |
| 17 | VMLY&R | WPP | 12 |
| 18 | CHI & Partners | WPP | 8.4 |
| =19 | TBWA Worldwide | Omnicom Group | 8 |
| =19 | Square Group | 8 | |
| =21 | VCCorp | 4 | |
| =21 | DatVietVac | 4 |
