For over a decade, the SMARTIES Awards, organized by MMA Global, have celebrated the most impactful marketing campaigns annually. These campaigns drive growth and innovation, playing a critical role in shaping the future of marketing in Vietnam.
The Race for Excellence in Marketing
As a testament to its reputation and global influence, the MMA SMARTIES Awards 2024 has received hundreds of entries from various industries. Vietnamese brands alone submitted 895 entries—476 for the national level, 266 for APAC, and 153 globally.
For the national competition, SMARTIES Vietnam announced 144 finalists from 113 campaigns representing 39 prominent brands. These campaigns span 25 diverse categories, covering all aspects of modern marketing.
The categories fall into seven groups: Purpose-Driven Marketing, Marketing Impact, Media Impact, Emerging Tech, E-commerce, Creativity, and AI Marketing. Notably, new categories, including Connected TV and AI Marketing, reflect the evolving landscape of modern marketing.
Each category has specific criteria. For instance, the Brand Purpose/Activism award, part of Purpose-Driven Marketing, honors campaigns that leverage brand platforms to tackle social challenges. Criteria for this category include social impact, creativity, audience engagement, and sustainability.
Similarly, the Brand Experience category, under Marketing Impact, highlights campaigns that create meaningful brand interactions and foster loyalty through innovative strategies and technology. The criteria focus on creative engagement, technology integration, and tangible results.
The 2024 awards feature top contenders like Suntory PepsiCo, Nestlé Vietnam, Samsung, Google, and leading agencies such as Publicis, Dentsu, and Leo Burnett Vietnam, ensuring a highly competitive and exciting season.
Esteemed Judges from Leading Global Brands
The SMARTIES Vietnam 2024 panel includes more than 90 C-level executives from top companies like Mindshare, Heineken Vietnam, and VPBank. From this pool, 144 finalists will move forward, judged by a jury of 30 global executives from brands such as Unilever, Grab, and Guardian.
The judging process is meticulously designed, with specific criteria for each group. Every decision is made with careful deliberation, ensuring a fair and transparent competition.
Le Huynh Phuong Thuc, Executive Director of Guardian Vietnam and one of the Jury Chairs, expressed excitement: “The creativity and technology integration we’ve seen this year is truly inspiring. The future of marketing in Vietnam is in the hands of incredibly talented young professionals.”
As the first global marketing awards to recognize innovation across local, regional, and global programs, the SMARTIES Awards spotlight ideas that significantly impact brands, agencies, and solution providers worldwide.
SMARTIES Vietnam 2024 and MMA Impact
Stories from the winning campaigns will be shared at MMA Impact, an annual event gathering over 1,000 senior marketers to explore cutting-edge marketing strategies. This year’s event, held in Ho Chi Minh City on October 25, promises to attract global thought leaders.
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About MMA Global
Comprised of over 800-member companies globally and 16 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.
