Corporate Round-up / November 2018

Smarties Indonesia Awards

The Mobile Marketing Association, or MMA, recently held the fourth annual Smarties Indonesia Awards. The awards celebrate excellence in mobile strategy, mobile video and other industry-oriented categories that honor innovation, creativity and success in the mobile marketing ecosystem.

"Brands and agencies in the 2018 Smarties Indonesia Awards have continued to push boundaries through innovative campaigns and through unlimited creativity in engaging with consumers and positively impacting company revenues," said Rohit Dadwal, managing director of MMA Asia Pacific.

"These brands and agencies prove the undeniable power of mobile in delivering insights and sales to an ever-increasing array of companies who are able to seamlessly integrate mobile in their processes," he added.

The latest iteration of the Smarties Indonesia Awards adopted the theme, ShapetheFuture, to help marketers to learn and use the latest and emerging technologies, from 5G to artificial intelligence, to deliver innovative and impactful campaigns. Leveraging technology through mobile marketing to bolster industries and businesses runs parallel to Indonesia's Industry 4.0 Roadmap, through which the government aims to push for technological adoption by industries.

President Joko "Jokowi" Widodo believes the adoption of technology will enable industries to face global competition as the global economy enters the fourth industrial revolution. The winners were handpicked through a rigorous and meticulous process by a prestigious panel of judges, comprising senior brand and agency marketers.

One of the judges, Nestlé Indonesia president director Dharnesh Gordhon, said, "to stay ahead of the curve amidst fast-paced technological transformation we have weighed innovation through the use of ground-breaking and new technologies, be it 5G or artificial intelligence."

"The winning campaigns have successfully leveraged technology to pinpoint consumer trends and utilize this information to construct the right brand awareness campaigns that spark action," he added. This year, Unilever was recognized as Marketer of the Year, while Mindshare Indonesia was acknowledged as Agency of the Year in Mobile for their noteworthy campaigns, including Pond's Men, Rexona Movement and Fair & Lovely as the best in show, while Google Maps for two-wheelers and So You Think You Can Grow Indonesia were featured as the best in show campaigns.