Mindshare declared global agency network of the year at MMA’s SmartiesX

Mindshare has won global agency network of the year in the Mobile Marketing Association’s SmartiesX award.

The agency won eight gold, nine silvers and two bronze, with agencies from Asia accounting for the bulk of the wins. The SmartiesX is not to be confused with the Asia-Pacific Smarties which will be announced on November 14.

The announcement:

This morning Singapore time, Mindshare was crowned MMA’s SmartiesX Global Mobile Agency Network of the Year for the third consecutive year in a row. The SmartiesX recognize and award outstanding levels of innovation resulting in business impact for brands across the globe. In total, Mindshare was awarded 8 Golds, 9 Silvers and 2 Bronze awards. 

Notably, all 8 Golds, 8 of the Silvers and one of the two Bronze awards came from Mindshare Asia-Pacific, reflecting the immense mobile innovation the region is witnessing. The offices from China, Vietnam Indonesia and Australia all scored at the awards. 

KFC’s Colonel KI: The First Colonel to Conquer e-Sports stole the limelight, taking home 3 Golds and 1 Silver for Cross Mobile Integration, Innovation, Mobile Gaming & E-Sports, as well as Promotion. As one of the most globally awarded campaigns, KFC’s Colonel KI has racked up a staggering 1 Platinum, 14 Golds, 8 Silvers, 4 Bronze, and 5 more additional best campaign wins to date. The campaign was crowned i-Com’s Global Best Campaign, The Drum Digital Advertising Award’s Grand Prix Overall Best Campaign of the Year, Festival of Media’s Asia Pacific Best in Show, as well as winner of WARC Asian Strategy Award’s Early Adopter Special Award.

Commenting on the wins, Amrita Randhawa, CEO Asia-Pacific and Executive Chair Greater China, said: “Mindshare’s wins represent our team’s tireless pursuit across Asia-Pacific to deliver our clients first-mover, innovative mobile opportunities, as well as recognition from the global marketing community of the fantastic work coming out of the region. All too aware of the importance of mobile in today’s world, Mindshare continues to focus and hone its specialist mobile skills while forming partnerships with industry leaders. We are truly grateful to our valued clients for giving us the opportunity to continue to deliver award winning campaigns across the globe, day-in, day-out.” 

Gold – KFC Colonel KI: The First Colonel to Conquer e-Sports – Cross Mobile Integration – China

Gold – KFC Colonel KI: The First Colonel to Conquer e-Sports – Mobile Gaming & E-Sports – China

Gold – KFC Colonel KI: The First Colonel to Conquer e-Sports – Promotion – China

Gold – Nike Airmax Goes Bigger with Air – Product / Services Launch – China

Gold – Nike All Star Weekend: Better Than Broadcast – Relationship Building / CRM – China

Gold – Castrol Influence the Influencer – Mobile App – China

Gold – Lay’s Crunchy Challenge – Mobile Video – China

Gold – The Adventure with King Leo and Friends P/S – VR/AR – Vietnam

Silver – KFC Colonel KI: The First Colonel to Conquer e-Sports – Innovation – China

Silver – Nestlé Smoovlatté: Nescafé: From Tianyi With Love – VR/AR – China

Silver – Nike World Cup: Daring Teenage Footballers to be Their Best! – Brand Awareness – China

Silver – Nike All Star Weekend: Better Than Broadcast – Mobile App – China

Silver – Unilever: Wall’s Gold Spirit – Cross Media – Indonesia

Silver – P/S: The Adventure with King Leo and Friends– Messaging – Vietnam

Silver – P/S: Brushing is Playing – Product / Services Launch – Vietnam

Silver – Monty’s Wicket Warnings for Foxtel – Innovation – Australia

Silver – General Mills: Hacking Prime Day: Honey Nut Cheerios – Voice – USA

Bronze – #BringBackTheDouble Popsicle – Mobile Social – USA

Bronze – OMO Less Screen Time, More Play Time – Social Impact / Not for Profit – Vietnam

Source: Mindshare press release