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Last night saw a ‘Celebration of Talent’ at the MMA’s UK Smarties Awards, where innovation, creativity, disruption, and effectiveness were honoured amongst 16 different mobile marketing categories.
As usual with the Smarties Awards the judges focused upon both the innovation behind the campaigns and their effectiveness in delivering tangible business results.
This year’s “Best in Show” Industry Award went to House of Fraser (HOF) and Goodstuff Communications for their ‘View from the Red Carpet’ campaign.
House of Fraser (HOF) have been the headline sponsor of the Television BAFTA’s for the last two years and wanted to highlight that outfits worn on the red carpet are available to ‘normal’ consumers for purchase. Democratising this highly prestigious event became the mission. Mobile was at the heart of the campaign, with a huge amount of red carpet content being produced, consumed and shared on mobile devices and in real time.
Other big winners on the night were the recently formed Publicis Media, winning the coveted Agency of the Year in Mobile Industry Award and Samsung, who had several campaigns entered across multiple categories, won the Marketer of the Year in Mobile Award.
“This years awards were all about a celebration of the talent and bravery of the companies that entered” commented Chris Babayode MD MMA EMEA. “Talent by and from the teams that blended creativity, data and analytics and bravery in being innovative, being first and in delivering success and great results.”
The category awards were as competitive as ever as submissions continue to grow, especially within the mobile innovation, location, cross media and promotion categories. Blis won Enabling Technology Company of the Year in Mobile and Weve won Media Company of the Year in Mobile and both won several gold trophies on the night.
Industry Awards, recognising commitment to and investment in mobile marketing, were being awarded to:
• Marketer of the Year in Mobile: Samsung
• Agency of the Year in Mobile: Publicis Media
• Enabling Technology Company of the Year in Mobile: Blis
• Media Company of the Year in Mobile: Weve
Winning entries form the basis of the MMA’s Case Study Hub, where 600 campaigns, highlight the best in mobile advertising and marketing from around the world. This year, MMA UK worked with Millward Brown to produce a 2016 Trends Report - an analysis of smart mobile creativity answering the question “what differentiates good from great mobile creative?” Copies are available at mmaglobal.com/education.
About the Mobile Marketing Association (MMA)
The MMA (mmaglobal.com) is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators, and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce, and CRM on all mobile devices including smart phones and tablets.
The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM), and Asia Pacific (APAC).
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