Mindshare, Dentsu Redder Vietnam among top performers at APAC Smarties

Dentsu Redder Vietnam, Mindshare China won top honours at the Asia-Pacific Smarties from the Mobile Marketing Association, bagging creative agency of the year and media agency of the year trophies.

Unilever was judged marketer of the year, KFC brand of the year and Google was named publisher/media company of the year.

In addition, KFC and Mindshare won the Grand Prix for ‘The First Colonel to Conquer E-Sports in China’

Apart from KFC, Mindshare won for work from Unilever, Nestle, Castrol and PepsiCo among others. Its offices from India and Indonesia too contributed to its award tally. 

Dentsu Vietnam won for its work on Fuze Tea, Durex and Biti’s, a Vietnamese footwear brand,  

A note from the MMA said: “Campaigns were judged on four key criteria with business impact accounting for 40% of the entrant’s overall score, and creative, strategy and execution making up 20% each. Social causes and creative excellence emerged as key themes across the winning entries this year.”

Speaking at the event MMA managing director Rohit Dadwal said: “I am very proud that we have embraced mobile as the future. Every part of Asia has started creating work for mobile and it has become integral to everything that’s advertising and marketing.”

Unilever vice president of global media for Asia, Africa, Middle East, Turkey and Russia David Porter said: “Over the last couple of years, mobile has gone fomr being an afterhgought to being front and centre, getting very sophisticated.

“We want to get the art back with the science and raise the bar creatively, bringing ad agencies to the table with the technology.” Alluding to Asia’s impressive performance at the global SmartiesX awards, he added: “We are starting to see brilliant effective smart Asian work getting the global recognition that it deserves.” 

The full list of winners can be found here.


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