The MMA Announces Expanded Award Categories for The SMARTIES™ to Reflect How Marketers Employ the Power of Mobile to Meet Marketing Objectives

Posted by • May 10, 2012 • Category: Press Releases

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MMA Now Accepting Submissions for the World’s Only Mobile-Focused Global Marketing Awards – The SMARTIES.

Singapore, 10 May, 2012 – The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today announced new, expanded categories for The SMARTIES™, the only global awards program recognizing innovation, creativity and leadership in mobile marketing.  The organization is now accepting submissions for the awards, which will be presented at a global ceremony on Wednesday October 3, 2012, culminating the MMA’s Advertising Week event in New York City.

“The SMARTIES are designed to reward and recognize the efforts of marketers who are making the best use of the mobile channel to meet their objectives,” said Rohit Dadwal, Managing Director, Mobile Marketing Association APAC. “Companies from this region have made a good showing at the SMARTIES in previous years, with several of the APAC regional winners also taking Global awards. MMA is setting a new global standard for APAC marketers and their agencies to pit their work against the best of the rest of the world.”

Now in its 8th year, The SMARTIES™ is the only global mobile marketing awards program recognizing and celebrating outstanding achievement within the industry.  2012 Categories fall under the headings of Marketing Strategy, Channel/Media Strategy, Enabling Technologies and the Global Industry Awards, which select the “Mobile Campaign of the Year” and honor each player – Agencies, Operators, Enabling Technologies and Publishers/Media Companies – for their own individual role in building the industry through their innovation and leadership.  The MMA calls for entries to be submitted in the following categories:

Marketing Strategy

  • Brand Awareness
  • Lead Generation / Direct Response / Conversion
  • Product / Services Launch
  • Promotion
  • Relationship Building / CRM
  • Social Impact / Not For Profit

Channel/Media Strategy

  • Cross Media Integration
  • Cross Mobile Integration
  • In-App Advertising – Gaming or other
  • Messaging
  • MMA UMAP 2.0 (Universal Mobile Ad Package)
  • Mobile App
  • Mobile Website
  • Mobile Search
  • Tablet Campaign
  • Use of Mobile Social Media

Enabling Technologies

  • Innovation
  • Location Based
  • mCommerce
  • Video / Rich Media

Industry Awards

  • Best in Show (will be selected from the full submission pool)
  • Global Academic of the Year – Best Research or Insight
  • Global Agency of the Year in Mobile
  • Global Enabling Technology Company of the Year in Mobile
  • Global Mobile Campaign
  • Global Publisher/Media Company of the Year in Mobile
  • Global Operator of the Year in Mobile

Visit for more details on award categories.

Global SMARTIES™ will be presented on Wednesday October 3, 2012.  Regional award winners for APAC, EMEA, LATAM and NA will be recognized at a separate event prior to the October 3 Awards dinner, details to be announced.

Submissions should be for campaigns that were active in the marketplace between June 2011 and July 2012.  The SMARTIES™ jury panel will make the final selection of winners.  Visit for more information and to submit entries for The SMARTIES™.

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit For information relating to the MMA’s Mobile Marketing Forum series, please visit

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Devin Jeyathurai

Rice Communications

Phone: +65 6221 8324


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