MMA Reveals the Global Advertisers, Brands, Holding Companies, Agencies, and Solution Providers Driving the Most Impact in Modern Marketing on the SMARTIES™ Business Impact Index

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UNILEVER AND OREO TAKES TOP HONORS

MMA Global, the industry body dedicated to driving modern marketing and shaping the future of marketing, revealed the rankings for the annual MMA SMARTIES Business Impact Index for Global markets.

Rankings are now available, naming the marketing industry’s top agencies, marketers, brands and solution providers that deliver the highest level of business impact through modern marketing campaigns.

The MMA SMARTIES are the only global awards that identify and recognize the most innovative and effective modern marketing campaigns. The Business Impact Index expands the SMARTIES reach beyond the awards to benchmark what success looks like for the industry. To produce the rankings, the Index leverages the finalist and winner data from the previous year’s SMARTIES Awards programs globally using a proprietary methodology to determine the business impact, assigning points to campaigns and the organizations behind them. The methodology for the Index was developed in close collaboration with WARC, the global authority on advertising and media effectiveness.

“We are excited to share the complete rankings with the entire marketing industry,” says Rohit Dadwal, CEO of MMA Asia Pacific and Global Head of Smarties Worldwide. “A ranking on the MMA SMARTIES Business Impact Index indisputably proves the impact of the collective work created by marketers, advertisers, agencies and providers alike, and establishes them as market leaders while setting the bar for what it takes to drive business growth in modern marketing and inspire the next big idea.”

The best, most innovative companies driving impact and business growth through modern marketing across the globe are: 

  • Unilever – Advertiser
  • Oreo – Brand
  • WPP – Holding Company 
  • Mindshare Worldwide – Agency Network 
  • Leo Burnett – Creative Agency 
  • Mindshare – Media Agency
  • Ingage – Digital/Specialist Agency 
  • Tencent– Solution Provider 

MMA APAC SMARTIES
Business Impact Index

Top brands in APAC

Rank Brand Industry Points
1 Oreo Food 416.4
2 Dove Toiletries & Cosmetics 262.8
3 Grab Retail 249.8
4 Blibli Retail 202.9
5 Samsung Galaxy Technology & Electronics 189.1
6 La Vie Soft Drinks 176.4
7 Cadbury Food 165.6
8 Heineken Alcoholic Drinks 165.2
9 Google Technology & Electronics 161.8
10 Clear Toiletries & Cosmetics 150.6
11 Techcombank Financial Services 135.8
12 Vietjet Air Transport & Tourism 134.2
13 L’Oréal Toiletries & Cosmetics 126.6
14 KFC Retail 113.7
15 KangShiFu Soft Drinks 111.1
16 Lay’s Food 107.3
17 P/S Toiletries & Cosmetics 94.6
18 Tiger Beer Alcoholic Drinks 86.4
19 VNGGames Leisure & Entertainment 85.5
20 Nescafé Soft Drinks 84.2
20 Sprite Soft Drinks 84.2
22 Pond’s Toiletries & Cosmetics 76.2
23 McDonald’s Retail 72.5
24 Globe Telecom Telecoms & Utilities 72.2
25 Ensure Food 72.1
26 Maybelline Toiletries & Cosmetics 71.0
27 Coca-Cola Soft Drinks 69.8
28 Lifebuoy Toiletries & Cosmetics 68.6
29 Louis Vuitton Retail 67.9
30 Shell Automotive 67.7
31 Google Play Media & Publishing 66.9
32 Biti’s Clothing & Accessories 66.0
33 Vim Household & Domestic 65.6
34 Hershey’s Food 60.2
35 Bia Saigon Alcoholic Drinks 60.1
36 Upstox Financial Services 59.9
37 Knorr Food 56.1
38 Vaseline Toiletries & Cosmetics 55.9
39 Aquafina Soft Drinks 54.5
40 Samsung Technology & Electronics 53.1
41 Bear Brand Soft Drinks 52.2
42 Shikhar Media & Publishing 51.0
43 Surf Household & Domestic 50.1
44 Abbott Pharma & Healthcare 50.0
45 Centrum Food 49.4
46 Google Search Technology & Electronics 49.3
47 Philips Technology & Electronics 45.9
48 Volvo Automotive 45.8
49 Bharti Airtel Telecoms & Utilities 44.8
50 Pepsodent Toiletries & Cosmetics 44.7
51 CreamSilk Toiletries & Cosmetics 44.6
52 Molto Household & Domestic 44.2
53 GHTK Retail 43.5
54 Unilever Food Solutions / Knorr Food 42.8
55 vivo Technology & Electronics 42.3
56 Swiggy Retail 41.6
57 Chợ Tốt Media & Publishing 41.0
58 Dentyne Food 40.1
59 ABC Food 38.0
60 Rexona Toiletries & Cosmetics 36.6
61 Wall’s Food 36.2
62 Maggi Food 36.1
63 Tommy Hilfiger Clothing & Accessories 35.7
64 Castrol Automotive 34.5
65 Pantene Toiletries & Cosmetics 33.9
67 Opella Healthcare Pharma & Healthcare 32.1
68 Yili Soft Drinks 31.8
69 Sunquick Soft Drinks 30.0
70 Dettol Household & Domestic 29.0
71 Kidz Station Leisure & Entertainment 28.6
72 Dulux Household & Domestic 28.0
73 The LEGO Group Leisure & Entertainment 26.4
74 Pepsi Soft Drinks 25.5
75 Milo Soft Drinks 25.4
76 Delivery Hero Retail 25.0
76 Downy Household & Domestic 25.0
78 OnePlus Technology & Electronics 24.7
79 Pernod Ricard Alcoholic Drinks 24.5
80 Ford Automotive 24.1
80 Smirnoff Alcoholic Drinks 24.1
82 KitKat Food 22.1
83 Dell Technology & Electronics 21.2
84 AXE Toiletries & Cosmetics 20.1
84 Bayer Pharma & Healthcare 20.1
86 DTAC Telecoms & Utilities 20.0
86 Master Toiletries & Cosmetics 20.0
86 Vietnam International Bank Financial Services 20.0
89 Edelweiss Alcoholic Drinks 17.9
90 Amazon Retail 17.1
91 Nestlé Food 17.0
92 Garnier Toiletries & Cosmetics 16.1
93 Breeze Household & Domestic 16.0
93 PTG Energy Telecoms & Utilities 16.0
95 Rockstar Energy Soft Drinks 14.5
96 Frestea Soft Drinks 14.0
97 Domino’s Pizza Retail 13.1
98 Strongbow Alcoholic Drinks 12.5
99 Digido Financial Services 12.0
100 Kinh Do Food 12.0
101 TVS Motor Company Automotive 9.0
102 Levi’s Clothing & Accessories 8.5
103 Boonthavorn Household & Domestic 8.0
104 Sunsilk Toiletries & Cosmetics 8.0

MMA APAC SMARTIES
Business Impact Index

Top advertisers in APAC

Rank Advertiser Points
1 Unilever 1403.8
2 Mondelēz International 705.9
3 Nestlé 533.9
4 PepsiCo 298.8
5 Heineken 285.9
6 Alphabet 282.0
7 Grab 249.8
8 Samsung 242.1
9 L’Oréal 221.7
10 Djarum 202.9
11 The Coca-Cola Company 193.2
12 Master Kong 136.7
13 Techcombank 135.8
14 Vietjet Air 134.2
15 Abbott 126.1
16 Procter & Gamble 124.5
17 Yum! Brands 113.7
18 Perfetti Van Melle 104.5
19 VNG Corporation 85.5
20 GSK 77.1
21 McDonald’s 72.5
22 PT Bank Central Asia Tbk 72.3
23 Globe Telecom 72.2
24 Bayer Group 70.9
25 The Hershey Company 68.3
26 LVMH 67.9
27 Shell 67.7
28 Biti’s 66.0
29 Haleon 65.6
30 Amazon 65.2
31 ThaiBev 60.1
32 Upstox 59.9
33 Yili Group 57.5
34 OCBC Bank 56.3
35 Bharti Airtel 53.8
36 Kimberly-Clark 50.8
37 Oppo 50.3
38 Britannia Industries 48.4
39 Paragon Technology and Innovation 48.2
40 Philips 45.9
41 Geely 45.8
42 GHTK 43.5
43 Tencent 42.8
44 vivo 42.3
45 Swiggy 42.1
46 Chợ Tốt 41.0
47 Beiersdorf 40.4
48 Kraft Heinz Company 38.0
49 Asian Paints 36.3
50 Sanofi 36.1
51 PVH 35.7
52 BP 34.5
53 Reckitt 33.0
54 Luminous Power Technologies 32.3
55 Sony 30.2
56 CO-RO 30.0
57 Government of China 29.7
58 Mitra Adi Perkasa 28.6
59 FrieslandCampina 28.1
60 AkzoNobel 28.0
61 KIRKBI 26.4
62 Delivery Hero 25.0
63 Pernod Ricard 24.5
64 ITC 24.2
64 Mebigo Labs Private Limited 24.2
66 Diageo 24.1
66 The Ford Motor Company 24.1
68 Dell Technologies 21.2
69 Godrej Group 20.2
70 DTAC 20.0
70 Vietnam International Bank 20.0
72 Qualcomm 18.9
73 PTG Energy 16.0
74 Domino’s Pizza 13.1
75 Digido 12.0
76 T V Sundram Iyengar & Sons Private Limited 9.0
77 S K Bansal Group 8.9
78 Levi Strauss & Co. 8.5
79 Boonthavorn 8.0

MMA APAC SMARTIES
Business Impact Index

Top creative agencies in APAC

Rank Creative Agency Network Location Points
1 Leo Burnett Publicis Groupe Jakarta 219.7
2 dentsu Redder Dentsu Ho Chi Minh City 213.2
3 Leo Burnett Publicis Groupe Ho Chi Minh City 198.1
4 Toaster Singapore 145.5
5 dentsu Indonesia Dentsu Jakarta 90.4
6 Publicis Publicis Groupe Ho Chi Minh City 87.6
7 Hakuhodo Hakuhodo DY Group Ho Chi Minh City 86.9
8 Dentsu Creative Dentsu Shanghai 85.7
9 Leo Burnett Publicis Groupe Bangkok 80.2
10 Dentsu Creative Dentsu Ho Chi Minh City 75.8
11 Publicis JimenezBasic Publicis Groupe Makati 72.2
12 XYZ SAIGON Ho Chi Minh City 71.0
13 Carnival Ho Chi Minh City 70.8
14 MullenLowe Lintas Interpublic Group Mumbai 69.6
15 Toaster Gurgaon 53.8
16 Cheil Ho Chi Minh City 53.5
17 Dentsu Creative Dentsu Beijing 42.8
18 Leo Burnett Publicis Groupe Gurgaon 40.4
18 Leo Burnett Publicis Groupe Mumbai 40.4
20 Flock Jakarta 40.2
21 Cheil Gurgaon 38.5
22 Carnivo Shanghai 34.3
23 Ogilvy WPP Ho Chi Minh City 32.5
24 AMBILHATI Jakarta 32.2
25 Wizard Interpublic Group Taguig 32.1
26 PAST/NEXT Shanghai 25.7
27 DDB Mudra Group Omnicom Group Mumbai 24.2
28 Dentsu Creative Dentsu Mumbai 16.1
28 Ogilvy WPP Gurgaon 16.1
30 Havas Havas Group Jakarta 12.1
30 Wunderman Thompson WPP Jakarta 12.1
32 Tonic Worldwide Mumbai 8.1
33 dentsu Vietnam Dentsu Ho Chi Minh City 8.0
33 Pencil Group Ho Chi Minh City 8.0
35 Shiyin Culture Shanghai 6.3
36 Superson Singapore 4.5
37 Asatsu-DK Vietnam Ho Chi Minh City 4.0
37 Carbon Digital, Inc. Makati 4.0
37 DMP Communications Jakarta 4.0
37 Havas Havas Group Gurgaon 4.0
37 Ogilvy WPP Mumbai 4.0
37 Publicis Publicis Groupe Jakarta 4.0
37 Qrius Creative Labs Mumbai 4.0
37 Salvo Cipta Kreasi Jakarta 4.0
37 Thread & Needle – Kim Chỉ Agency Ho Chi Minh City 4.0
46 Wunderman Thompson WPP Taguig 2.3
47 Wunderman Thompson WPP Manila 2.2
48 Key Point Film Shanghai 1.6

MMA APAC SMARTIES
Business Impact Index

Top media agencies in APAC

Rank Media Agency Network Location Points
1 Mindshare WPP Shanghai 274.9
2 Mindshare WPP Ho Chi Minh City 269.4
3 Mindshare WPP Mumbai 220.6
4 Wavemaker WPP Jakarta 209.1
5 Wavemaker WPP Mumbai 170.0
6 Starcom Publicis Groupe Ho Chi Minh City 144.8
7 Red Star Dentsu Ho Chi Minh City 134.1
8 EssenceMediacom WPP Ho Chi Minh City 123.5
9 Mindshare WPP Jakarta 122.9
10 EssenceMediacom WPP Jakarta 99.6
11 Publicis Media Publicis Groupe Ho Chi Minh City 96.3
12 Mindshare WPP Taguig 89.1
13 PHD Omnicom Group Jakarta 84.4
14 EssenceMediacom WPP Gurgaon 80.7
15 Mindshare WPP Bangkok 80.2
15 OpenMind WPP Taguig 80.2
17 Wavemaker WPP Gurgaon 72.7
18 Madison Media Mumbai 60.6
19 UM Interpublic Group Singapore 52.1
20 Mindshare WPP Bangalore 48.4
21 Wavemaker WPP Shanghai 44.3
22 Initiative Interpublic Group Shanghai 43.6
23 EssenceMediacom WPP Shanghai 42.8
24 OMD Omnicom Group Mumbai 40.4
25 Starcom Publicis Groupe Makati 40.1
26 OpenMind WPP Ho Chi Minh City 35.0
27 Publicis Media Publicis Groupe Gurgaon 32.3
28 mSix&Partners – Jakarta 32.2
29 EssenceMediacom WPP Mumbai 30.3
30 Mindshare WPP Petaling Jaya 30.0
31 McCann Interpublic Group Jakarta 29.0
32 Mindshare WPP Gurgaon 28.7
33 Wavemaker WPP Taguig 28.1
33 Zenith Publicis Groupe Bangkok 28.1
35 Wavemaker WPP Ho Chi Minh City 28.0
36 Carat Dentsu Chinese Taipei 25.0
37 PHD Omnicom Group Bangkok 24.1
38 Havas Media Havas Group Mumbai 21.1
39 Interactive Avenues Interpublic Group Mumbai 20.2
39 OMD Omnicom Group Gurgaon 20.2
41 Leverate Group – Jakarta 20.1
42 TKL Corporation – Ho Chi Minh City 20.0
43 OMD Omnicom Group Beijing 17.1
43 TEAMPRO – Shanghai 17.1
43 UM Interpublic Group Shanghai 17.1
46 Publicis Media Publicis Groupe Mumbai 16.1
46 Zenith Publicis Groupe Gurgaon 16.1
48 Carat Dentsu Gurgaon 12.1
48 Interactive Avenues Interpublic Group Bangalore 12.1
48 Madison World – Mumbai 12.1
48 Wavemaker WPP Bangalore 12.1
52 Carat Dentsu Shanghai 8.6
53 OMD Omnicom Group Bangalore 8.5
54 Starcom Publicis Groupe Mumbai 8.1
55 OMG Omnicom Group Jakarta 8.0
55 Spark Foundry Publicis Groupe Manila 8.0
55 Wavemaker WPP Bangkok 8.0
58 Havas Media Havas Group Melbourne 5.0
59 GroupM Circle WPP Shanghai 4.8
60 Hearts & Science Omnicom Group Sydney 4.5
61 Bigtrunk Communications – Mumbai 4.0
61 Carat Dentsu Jakarta 4.0
61 CLICKMEDIA WPP Ho Chi Minh City 4.0
61 EssenceMediacom WPP Bangalore 4.0
61 EssenceMediacom WPP Delhi 4.0
61 Madison Media – Delhi 4.0
61 mSix&Partners – Taguig 4.0
61 Organic by MSL WPP New Delhi 4.0
61 Publicis Media Publicis Groupe Jakarta 4.0
61 Zenith Publicis Groupe Jakarta 4.0
71 mSix&Partners – Ho Chi Minh City 3.0

MMA APAC SMARTIES
Business Impact Index

Top solution providers in APAC

Rank Solution Provider Location Points
1 Tencent China (Mainland) 188.4
2 Amazon Ads India 187.0
3 YMT Indonesia 139.0
4 Digital Turbine Singapore 118.9
5 MI China (Mainland) 68.5
6 InMobi India 57.5
7 InMobi | Glance India 52.9
8 POKKT India 52.2
9 TikTok Vietnam 49.0
10 Xiaohongshu China (Mainland) 42.8
11 Innity Software and Advertising Co. Ltd. Vietnam 37.4
12 ecliicktech China (Mainland) 34.3
13 Grivy Indonesia 31.5
14 Kuaishou China (Mainland) 25.7
14 techWise China (Mainland) 25.7
14 Ylab China China (Mainland) 25.7
14 Youku China (Mainland) 25.7
18 KukuFM India 24.2
18 MAAS Platform India 24.2
20 Smartly.io Singapore 24.1
20 TotallyAwesome Singapore 24.1
22 VNG Vietnam 24.0
23 cocafe China (Mainland) 17.1
23 Reachmax China (Mainland) 17.1
25 GrabAds Indonesia 16.1
25 JioSaavn India 16.1
27 Novaon Digital Vietnam 16.0
28 Vserv AudiencePro India 12.1
29 TikTok Singapore 12.0
30 Hybrid Singapore 10.3
31 Appier Vietnam 9.9
32 SMT China (Mainland) 9.5
33 Adtima Vietnam 8.9
34 iQiyi China (Mainland) 8.6
34 KUAIKAN China (Mainland) 8.6
36 mCanvas India 8.1
36 Neon Digital Media India 8.1
38 Digital Turbine Vietnam 8.0
38 GrabAds Vietnam 8.0
38 TenMax Ad Tech Lab Vietnam 8.0
41 AnyMind Group Indonesia 5.2
42 GrabAds Singapore 4.5
42 Spotify Advertising Philippines 4.5
42 Spotify Advertising Singapore 4.5
45 Silverpush Indonesia 4.2
46 ACCESSTRADE Vietnam 4.0
46 AKA Digital Vietnam 4.0
46 AnyMind Group Vietnam 4.0
46 Applabs Media India 4.0
46 ITC Sixth Sense India 4.0
46 Paytm Ads India 4.0
46 Powerdrift Studios Pvt. Ltd. India 4.0
46 RevX India 4.0
46 Social Panga India 4.0
46 The Trade Desk Singapore 4.0
56 Emtek Digital Indonesia 2.2
57 The Trade Desk Indonesia 1.0

MMA APAC SMARTIES
Business Impact Index

Top agency networks in APAC

Rank Agency Network Network Points
1 Mindshare Worldwide WPP 1164.3
2 Dentsu International Dentsu 753.6
3 Leo Burnett Publicis Groupe 578.7
4 Wavemaker WPP 572.3
5 EssenceMediacom WPP 385.0
6 Starcom Publicis Groupe 192.9
7 Publicis Worldwide Publicis Groupe 163.7
8 Publicis Media Publicis Groupe 148.8
9 IPG Mediabrands Interpublic Group 145.1
10 GroupM WPP 124.0
11 PHD Worldwide Omnicom Group 108.5
12 Cheil Worldwide 92.0
13 Hakuhodo Hakuhodo DY Group 86.9
14 OMD Worldwide Omnicom Group 86.2
15 Madison World 84.8
16 MullenLowe Group Interpublic Group 69.6
17 Performics Publicis Groupe 66.2
18 M&C Saatchi 64.3
19 McCann Worldgroup Interpublic Group 61.1
20 Ogilvy WPP 52.7
21 Full Sense Group 51.4
22 Zenith Publicis Groupe 48.2
23 Future Creative Network 40.2
24 The&Partnership 39.1
25 LEO Digital Network 34.3
26 FAB 32.2
27 Havas Media Group Havas Group 26.1
28 DDB Worldwide Omnicom Group 24.2
29 Wunderman Thompson WPP 16.5
30 Havas Creative Group Havas Group 16.1
31 S4 Capital 8.1
32 Omnicom Media Group Omnicom Group 8.0
32 Spark Foundry Publicis Groupe 8.0
34 Golden Communication Group 4.5
34 Hearts & Science Omnicom Group 4.5
36 ADK Group 4.0
36 Qrius 4.0
36 VMLY&R WPP 4.0

View the complete Index and rankings across categories by region and country here.

To access to the most comprehensive body of successful, award-winning work in modern marketing available today produced by the companies named on the Index, the MMA Case Study Hub—available exclusively to MMA membership—offers the insight and context as to why the work matters. This robust, highly searchable database of more than 1,000 case studies, including a portfolio of the latest prize-winning Cannes Mobile Lions, helps both buyers and creators in the industry navigate the modern marketing landscape. Through real-world examples, marketers can get inspired by seeing what others in their industry are doing or examine the work of leading modern marketing creators to inform hiring decisions — and creators can evaluate the competition or gain insight into the past work of a prospective client to inform their approach to a specific creative challenge.

Both the Index and the Case Studies Hub are fueled by the SMARTIES award-winning and finalist campaigns. The 2024 SMARTIES Awards deadline is July 12th, with an extended deadline of July 31st. For more information or to submit work for consideration, visit the SMARTIES Awards website. 

About the MMA:

Comprised of over 800-member companies globally and 15 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.

Members include 1-800-Flowers.com, Adobe, Allstate, Ally Financial, American Family Insurance, AT&T, Bank of America, Campbell’s, Chipotle Mexican Grill, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Cuebiq, CVS Health, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, EY Facebook, Ford, General Motors Company, Google, Hilton Worldwide, IBM Watson, JPMorgan Chase, Kellogg Company, Kroger, LinkedIn, L’Oreal, Marriott International, Match Group, Mastercard, McDonald’s, Merck, MillerCoors, Monster, NBCU, Nike, Pandora, Petco, Pfizer, Salesforce, Samsung, Snap Inc., Spotify, Target Inc., The Coca-Cola Company, The Hershey Company, TikTok, T- Mobile, Twitter, Uber, Unilever, Verizon Media Group, Verizon, Visa, Walmart, Waze, Western Union and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information, visit the website. 

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