Mumbai: MMA India is about to kickstart its latest edition of SMARTIES 2023, the world’s first marketing award recognising innovation in the local market, regional and global programs. It is the highest achievement across the globe honouring and awarding outstanding innovation resulting in significant business impact for brands agencies, media companies and solution providers – Ideas that Resonate.
In a rapidly evolving digital landscape, understanding the dynamics of marketing and its influence on brand perception and customer engagement is paramount for every industry player and SMARTIES is the world’s first marketing award recognising innovation in local, regional and global programs. It awards the best in modern marketing and recognises the best practices that drive brand engagement and business results.
Moneka Khurana has over 22 years of experience in digital marketing, adept at strategy, setting up digital practices, training and enabling thought leadership. Leading the MMA India chapter MMA India country head and MMA India Board member to help shape the future of modern marketing.
Indiantelevision.com spoke to MMA Global – India country head & board member, Moneka Khurana about SMARTIES and how it has pushed the boundaries of innovation and contributed to marketing growth and much more…
Edited Excerpts:
On being the country head of MMA Global India, you've seen SMARTIES evolve over the years, and on the SMARTIES platform’s contribution to the growth and innovation of marketing in India
The SMARTIES platform has been pivotal in driving growth and innovation in the Indian marketing industry. The platform recognises and rewards the most impactful marketing campaigns that have redefined the boundaries of innovation, leaving a mark on brands, agencies, media companies, and solution providers. The marketing landscape is undergoing a rapid transformation. Customer experience has evolved significantly, with brands focusing on delivering personalised and seamless interactions. Campaigns have showcased how personalised messaging and targeting can yield superior results. This emphasis on hyper-personalisation has set a new standard for marketing strategies in India. SMARTIES continues to push the boundaries of innovation and has contributed to marketing growth in India by promoting
● CX focus
● Personalisation,
● Research-driven strategies,
● Cross-category learning, and global benchmarking and by recognising campaigns that deliver significant business impact.
The platform celebrates campaigns that drive business impact and exemplifies excellence in diverse aspects of modern marketing, from customer experience to real-time engagement and integrated e-commerce strategy. The platform’s inclusivity has fostered a diverse and competitive marketing landscape. In summary, SMARTIES has been a catalyst for change in the Indian marketing industry by promoting innovation, embracing technology, and highlighting the evolving trends and strategies that have shaped the landscape in recent years.
On innovations in both India and globally but also regional impacting brands, media companies, and solution providers
Innovations in India aren't confined to national boundaries. They can resonate globally. When a campaign runs successfully in India, it can be expanded to the APAC region and beyond, allowing for local, regional, and global recognition. This recognition is essential for brands, media companies, and solution providers seeking to make their mark on the international stage. The MMA SMARTIES Business Impact Index is a pivotal platform in this context. It's the world's first and only global modern marketing index that identifies, ranks and awards top agencies, advertisers, brands, and solution providers driving significant business impact.
The SMARTIES Business Impact Index is one of the most coveted indexes that is globally recognised. The index is an industry benchmark for advertising and marketing standards, which organisations use as a credible reference to collaborate with brands, agencies and more as it recognises only the best of the best. The index has developed a proprietary methodology in collaboration with WARC - the global authority on advertising and media effectiveness. They compile the rankings using finalists and winner data from the MMA SMARTIES awards programs across the globe. Getting featured on BII is a great opportunity for industry players to get global recognition and enhance organisational credibility.
On the role that MMA plays in a digital-first world and AI shaping marketing strategies
In today's digital-dominated landscape, where technology and data-driven methods are paramount in shaping marketing strategies, the MMA assumes a pivotal role in facilitating the seamless integration of AI into marketing practices. MMA functions as a catalyst for marketers and businesses by equipping them with essential skills and knowledge for effective AI adoption. Through the provision of cutting-edge AI resources and platforms, MMA empowers marketers to stay at the forefront of technological advancements and optimise their strategies. This empowerment enables marketers to confidently make data-driven decisions, enhance customer experiences, and boost marketing efficiency.
Additionally, MMA conducts research and generates insights into transformative AI strategies for marketing, while also addressing the challenges and opportunities associated with AI integration, such as organisational barriers and data quality issues. Moreover, MMA actively promotes awareness about the significant impact of AI in marketing, encouraging marketers and organisations to embrace AI-driven solutions as integral components of their strategies for growth and innovation in the digital era- According to The State of AI in Marketing and CX.
On a few insights on SMARTIES and their role in encouraging brand Campaigns to stay relevant in an increasingly digital and complex world
SMARTIES play a crucial role in encouraging brand campaigns to remain relevant in our increasingly digital and complex world. Here's how they achieve this:
SMARTIES Awards recognise and celebrate outstanding modern marketing campaigns, serving as a source of inspiration for marketers looking to excel in the digital space. These accolades set a high standard, motivating marketers to aim for excellence and innovation. Winning campaigns showcased by SMARTIES provide valuable insights into the latest trends and effective strategies in modern marketing.
Marketers can draw inspiration from these award-winning campaigns to adapt to the evolving digital landscape. For example, this year there is a shift in the spotlight to previously less-ventured categories like creator, influencer, celebrity marketing, contextual marketing and omnichannel marketing. These categories have witnessed the highest entries. Seeing the interest levels of our community in what makes campaigns win, we have also introduced Smarties Unplugged which brings together marketing thought leaders, who will share innovative and creative work designed to benefit tomorrow’s marketers and consumers’ changing mindset. This unique pre-event gala offers an exclusive platform for partners, industry luminaries, and accomplished winners to unveil their exceptional work and share their invaluable expertise. This collaborative atmosphere keeps marketers informed about industry developments and facilitates valuable connections. The recognition of campaigns by SMARTIES serves as a benchmark for success, offering best practices that other brands can emulate to enhance their strategies.
SMARTIES Awards often spotlight campaigns that leverage cutting-edge technology, encouraging marketers to stay up-to-date with emerging tech trends and incorporate them into their strategies. Many SMARTIES-winning campaigns emphasise customer-centric approaches, aligning with the increasing importance of delivering personalised and exceptional customer experiences in the digital age. This focus encourages brands to prioritise customer satisfaction.
With its global reach, SMARTIES showcases global campaigns, helping marketers gain insights into global trends and cultural nuances. This insight is valuable for creating relevant campaigns for diverse audiences. Including the Business Impact Index (BII) in the SMARTIES Awards underscores the significance of measurable results and return on investment. This emphasis encourages marketers to focus on strategies that drive tangible business impact.
To sum up, SMARTIES plays a pivotal role in guiding brand campaigns to stay relevant in the digital era by recognising excellence, providing inspiration, facilitating networking, and emphasising the importance of staying current with digital marketing trends and technologies. It serves as a valuable resource for marketers navigating the complexities of the digital landscape and striving to create impactful and relevant campaigns.
