Mobile Marketing Association Shifts Emphasis of Smarties Awards Program To Become First Program to Award Business Impact

The Business Impact Index is a game changer for the Smarties and the marketing industry, as it forces focus on what ultimately matters, the transformational and direct impact mobile has on overall business.

The Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, announced the introduction of the Smarties Business Impact Index, a new measure for identifying, ranking and awarding brands, agencies and technology companies which deliver the highest level of business impact. The new index is being created in partnership with WARC, which provides advertising best practice, evidence and insights from the world’s leading brands.

Each year, just after the Global Smarties Awards, the MMA will publish a “Top 5” ranking of mobile marketing companies – including an individual ranking each of agencies and brands – that are achieving the biggest business impact. The top ranked company in each category will receive the brand new Smarties Index Business Impact Award. The award will be the ultimate achievement in mobile marketing, as it is an honor derived from aggregating the business impact of all the Smarties-winning campaigns from around the world. Last year, the MMA received more than 2,000 submissions from more than 30 countries.

The 2017 Smarties programs around the world will adjust the current weighting of the judging criteria, making business impact the most weighted element in determining which campaigns win Smarties either globally, regionally or country-specific. Business impact will now be 40 percent of each entrant’s overall score, with creative, strategy and execution each consisting of 20 percent. Formerly, effectiveness made up the last quarter of the final tally, but business…

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