The Mobile Marketing Association (MMA) recently announced the winners for its Fifth Annual Global Mobile Marketing Awards. As the MMA representative for Asia Pacific, it was very encouraging for me to see the overwhelming participation from organizations across the region. Five success stories from the region received six of the most coveted awards at the ceremony in Los Angeles.

The most successful mobile marketing campaigns are built on the understanding that the mobile channel isn’t homogeneous. Instead, savvy brands and marketers know that it’s actually a set of options, each with its own strengths and considerations that must be factored in to ensure an effective campaign. It was therefore interesting to see how some of the winning campaigns had the perfect mix of platforms and consumer insights required for the success of their campaigns in their respective local markets. Two such winning entries came from China and India.

Read more about PUMA F WAN by Phonevalley China and Reliance GSM’s ‘Go For It’ campaign by Tribal DDB India at Rohit Dadwal’s column on the Media.Asia blog.