MMA announces 2022 SMARTIES APAC winners

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MMA announces 2022 SMARTIES APAC winners

MMA APAC, part of MMA Global, the only not-for-profit marketing trade association, announced the winners of the prestigious 2022 SMARTIES APAC Awards held at a ceremony at JW Marriott South Beach Singapore on 23rd February.


In its 11th year, the refreshed SMARTIES APAC handed over 81 metals that included 25 Gold, 27 Silver and 29 Bronze metals. The award show that has 7 categories and 29 sub-categories attracted a total of 2300 plus (local and regional) entries this year. The categories include Marketing Impact, Purpose Driven Marketing, Impact Media, Experience Technology, Web 3.0, E-Commerce Marketing and Creative.

Big winners of the night were Heineken Silver’s The eKoin and Cadbury’s Shah Rukh Khan My Ad campaigns which were bestowed the Best in Show honour. Lifebuoy won ‘Most Resilient Brand of the year’ while Mondelez India Food Pvt Ltd. and Cadbury Celebrations were felicitated with the title ‘Advertiser of the Year’ and ‘Brand of the Year’ respectively. Amongst the agencies – Wavemaker India, Publicis Groupe Vietnam and Mindshare APAC were adjudged the Media Agency, Creative Agency and Agency of the Year. Grab and were awarded the Publisher of the Year and Enabling Technology Company of the Year respectively.

Full list of winners can be accessed here.

A 57-member pre-screening council assessed all the submissions and the award winners were then selected by a 27-member jury panel of leading industry experts during a 2-day jury meet chaired by Umesh Phadke, Chief Transformation Officer of L’Oréal, SAPMENA and Edward Pank, Managing Director of WARC APAC.

Full list of judges can be accessed here.

This year’s SMARTIES also launched the world’s first advertising and innovation award on blockchain in the form of tokenized trophies or NFTs.

The NFT award will feature four exclusive animated artworks designed by Brazilian artist Adhemas Batista, representing the SMARTIES trophy categories (Bronze, Silver, Gold , Grand Prix & Industry Awards). All winners will own a unique artwork. Each NFT award will also give specific privileges to its owner such as workshops, free tickets for events, invites to showcase, case-studies and other community driven activities.

MMA announces 2022 SMARTIES APAC winners

Rohit Dadwal, MMA Board Member and Managing Director APAC, said: “Year after year, I am excited by the innovative campaigns that the ecosystem collaboratively is creating keeping in mind what today’s consumer wants. It’s equally inspiring to see a treasury of marketing and advertising geniuses come together on one of the most prestigious platforms of all times – MMA SMARTIES APAC 2022.

We have also launched NFTs to gift winners through which we will acknowledge their outstanding contributions to the industry by issuing a digital award which can be verified for ownership at any point of time. The NFT also exhibits the rich legacy of past winners and makes the award valuable as well as prestigious. This initiative makes us the torchbearer in the industry for launching this very first cryptographic asset.

My heartfelt appreciation to all the participants at SMARTIES this year. Won or not, you have indeed inspired us all with your innovative ideas and creative campaigns.”

Umesh Phadke, Chief Transformation Officer, L’Oréal SAPMENA, said: “MMA through Smarties APAC has established a strong platform for the industry to showcase the most inspirational campaigns and case studies. As a chair for the awards, I was honoured to have the opportunity to see the best work from our industry. It was energising to see brands and agencies in APAC pushing the boundaries by incorporating new technology and creative ideas. Specially heartening was seeing the submission in some of the newer categories like Web 3.0 and E-commerce, where it is relatively more challenging to develop and measure the impact of work. Considering the record number of entries we were spoilt for choice making the task of finding the winners that much tougher. I would like to congratulate all the winners and thank all the judges for their support.”

MMA SMARTIES are currently organised in 14 markets globally out of which five are in APAC including India, China, Vietnam, Indonesia with the regional awards event held in Singapore.