Mindshare Named Global Mobile Agency of the Year by MMA

Wins Big Across Both Global SMARTIES and North American SMARTIES Awards

London, New York, Singapore – Mindshare, the media agency network that is part of WPP, has been named Global Mobile Agency of the Year by the Mobile Marketing Association in its annual Global SMARTIES Awards.

Picking up 13 separate awards in the Global SMARTIES (4 Gold, 5 Silver and 4 Bronze), Mindshare was awarded the accolade for: ‘demonstrating the transformational power of mobile and the impact it plays in business growth’. It is the second time in three years that the agency has won this award.

Mindshare China led the way, with 9 wins, including the entire ‘Marketing within a Mobile Gaming Environment’ category and taking out Gold, Silver and Bronze in the Lead Generation / Direct Response & Conversion category. Mindshare India, Mindshare Indonesia and Mindshare Sri Lanka picked up the other wins.

Mindshare North America also won big in the North American SMARTIES, announced simultaneously, with the Best in Show award (along with 2 Gold) for Unilever/Dove’s Dear Media campaign in collaboration with SapientRazorfish in the U.S. In Canada, Mindshare also won Bronze for its Dove Snapchat Hack campaign. (See campaigns and awards below).

Norm Johnston, Mindshare Chief Digital Officer, said: ‘I am thrilled that Mindshare has been recognised as the world’s leading agency for mobile. The hard work and ingenuity displayed by our teams around the world means that we are able to help our clients take advantage of all the opportunities that mobile provides – whether that is through apps, e-commerce, gaming or increasingly in the wider sense of mobile through the Internet of Things’.

Amrita Randhawa, CEO Mindshare China, said: ‘We are especially pleased about the balance of wins across highly innovative categories like Mobile Gaming to a performance led category like Lead Generation, Direct Response and Conversion. Given the way the Chinese economy is evolving having a balance of brand and demand skills is critical and it’s great to see the agency strike that balance.’

The Global Mobile Agency of the Year accolade was awarded not only for Mindshare’s success in the 2017 SMARTIES, but also for its continuing commitment to mobile across the world, in all forms.

Recent initiatives by the agency include research and programs diving into the attitudes and usage of augmented reality, Internet of Things, voice assistants and embedded devices enabling smart living.

Achievements include:

– Named a preferred resource for the launch of Amazon Alexa Agencies & Tools – and then launching a unit dedicated to Amazon.
– Becoming the first global media agency accredited for developing voice apps on Google Assistant
– Becoming the first agency to bring augmented reality to banner ads
– IOT Research: Everyday Connects
– Voice Assistant Research: Speak Easy
– Smart Living Research: Culture Vulture: Smart living

Global SMARTIES 2017 Results:

Lead Generation / Direct Response / Conversions
Gold: Pizza Hut: Social Enablers (Pizza Hut and Mindshare China)
– Silver: Reinventing the Athlete Tour (Nike China and Mindshare China)
– Bronze: Maybelline Proves E-Commerce and Livestreaming Were Made For Each Other (Maybelline New York and Mindshare China)

Product / Services Launch
Bronze: Celebrity Endorsement in the Age of Social Media (Maybelline and Mindshare China)

Promotion
Silver: Mobile Makeover for Gamers by L’Oréal Men Expert (L’Oreal and Mindshare China)

Cross Media
Gold: Inspiring the Athlete Within Every Woman (Nike and Mindshare India)
– Bronze: Pizza Hut: Social Enablers (Pizza Hut and Mindshare China)

Cross Mobile Integration
Gold: Axelerate Find Your Magic (Unilever Indonesia/Axe and Mindshare Indonesia)
– Bronze: Inspiring the Athlete Within Every Woman (Nike and Mindshare India)

Marketing within a Mobile Gaming Environment
Gold: Pizza Hut: Social Enablers (Pizza Hut and Mindshare China)
– Silver: Mobile Makeover for Gamers by L’Oréal Men Expert (L’Oreal and Mindshare China)

Messaging
Silver: Campaign That Saved 2500 Lives (Softlogic Life and Mindshare Sri Lanka)

Mobile Payments / Commerce
Silver: Maybelline Proves E-Commerce and Livestreaming Were Made For Each Other (Maybelline New York and Mindshare China)

North American SMARTIES 2017 Results:

Best in Show
Dear Media (Unilever/Dove and SapientRazorfish in collaboration with Mindshare USA)

Social Impact / Not For Profit
Gold: Dear Media (Unilever/Dove and SapientRazorfish in collaboration with Mindshare USA)

Cross Media
Gold: Dear Media (Unilever/Dove and SapientRazorfish in collaboration with Mindshare USA)

Mobile Social
Bronze: Dove Snapchat Hack (Unilever/Dove Canada and Mindshare Canada)

Read the MMA press release here: http://www.mmaglobal.com/news/mma-2017-global-and-north-america-regional-smarties-awards-honor-mobile-marketing-campaigns