12th November 2020
Mindshare Confirmed as Leading Global Mobile Marketing Agency for 4th Year Running with 34 MMA 2020 SMARTIES X and North America Awards
New York, London, Singapore, Shanghai, Thurs 12th November, 2020: Mindshare, the agency network that is part of WPP, picked up 34 Awards at the MMA SMARTIES X and North America Awards last night, confirming its position as the leading global mobile marketing agency for the fourth year in a row.
Having been named the MMAs Global Mobile Marketing Agency of the year in 2017, 2018 and 2019, Mindshare’s 34 awards in the 2020 awards was once again the standout performance from an agency, cementing its position as a leader in mobile marketing.
Mindshare was awarded 12 gold, 10 silver and 8 bronze Smarties in the global SMARTIES X competition and picked up a further 2 silver and 2 bronze awards in the North American SMARTIES (see full list of Mindshare winners below).
Two of the campaigns, both from the US, were designed specifically to address social injustice. The Gushers and Fruit by the Foot #BlackVoicesCreate campaign supported black creators on the TikTok platform and matched likes of their content with dollar donations to the NAACP youth and college fund. The U by Kotex Black Community PMP campaign saw Kimberly-Clark as the first client to utilise Mindshare’s Black Community ‘Inclusion PMP’ – a Private Marketplace specifically created to allow advertisers to fund sites that are unintentionally de-monetised by aggressive brand safety algorithms for terms around Black lives, especially in news coverage. Mindshare has launched both a Black Community PMP and a LGBTQ PMP in the US and is rolling these out to other markets.
Mindshare China, India, Philippines and Vietnam all picked up multiple awards for individual campaigns, with Mindshare China receiving 1 gold and 1 silver for 2 different Nike campaigns; Mindshare India taking 1 gold and 1 silver for its work with Unilever’s Lifebuoy brand; Mindshare Philippines 1 silver and 1 bronze for its work with Unilever’s Ponds brand and Mindshare Vietnam 2 golds for one campaign and 3 bronzes for another, both for Unilever brand Lifebuoy.
Mindshare Russia has the most awarded campaign for Mindshare, with its work to break taboos in the country for Kimberly-Clark brand Kotex seeing it pick up 1 gold, 2 silvers and 1 bronze award.
For more information please contact Greg Brooks: +44(0)7826869312 | [email protected]
Full List of Mindshare Winners (by country in alphabetical order)
SMARTIES X
Mindshare China
Campaign Name: L’Oréal Paris’ Infallible Hotpot Challenge
Category: Promotion - GOLD
Advertiser: L’Oréal Paris
Mindshare China
Campaign Name: Nescafé: From Tianyi with Love
Category: Innovation - GOLD
Category: VR/AR/MR - SILVER
Advertiser: Nescafé
Mindshare China
Campaign Name: Nike Joyride: Getting Reluctant Runners Running
Category: Cross Mobile Integration - SILVER
Category: Mobile Gaming, Gamification & E-Sports - GOLD
Advertiser: Nike
Mindshare China
Campaign Name: Nike Live: Just Don't Quit
Category: Social Distancing
Category: Social Good - SILVER
Advertiser: Nike
Mindshare China
Campaign Name: Nike Next%: Speed is Your Currency
Category: mCommerce - GOLD
Category: Relationship Building / CRM - SILVER
Advertiser: Nike
Mindshare China
Campaign Name: Super Relatable SuperNAN
Category: Data/Insights - SILVER
Advertiser: SuperNAN
Mindshare India
Campaign Name: When Indian Youth practiced The New Normal With Swag
Category: User Generated - GOLD
Advertiser: Pepsi
Mindshare India
Campaign Name: Practicing The New Normal With Swag
Category: Social Distancing - GOLD
Advertiser: Pepsi
Mindshare India
Campaign Name: Delivering hygiene one meal at a time
Category: Cross Media - SILVER
Category: Lead Generation / Direct Response / Conversions - GOLD
Advertiser: Lifebuoy, Unilever
Mindshare India
Campaign Name: Hindustan Unilever Limited
Category: mCommerce - BRONZE
Advertiser: Hindustan Unilever Limited
Mindshare India
Campaign Name: A fund raising Initiative to provide 2.5 million meals In India
Category: Social Good - GOLD
Advertiser: Pepsi
Mindshare India
Campaign Name: Blueair Pollution Alert System
Category: Location Based Services or Targeting - GOLD
Advertiser: Blueair
Mindshare Philippines
Campaign Name: Pond’s Face Your Hesitations and #SeeWhatHappens
Category: Cross Mobile Integration - BRONZE
Category: Innovation - SILVER
Advertiser: Pond’s, Unilever
Mindshare Philippines
Campaign Name: Dove Deo Dry Serum Mobile (entered by Dove / Adcolony)
Category: Mobile Video - BRONZE
Advertiser: Dove, Unilever
Mindshare Russia
Campaign Name: Creating a trusted service for girls and overcoming taboos
Category: mCommerce - BRONZE
Category: Mobile Social - SILVER
Category: Promotion - SILVER
Category: Relationship Building / CRM - GOLD
Advertiser: Kotex, Kimberly-Clark
Mindshare USA
Campaign Name: #BlackVoicesCreate
Category: Multicultural - BRONZE
Advertiser: Gushers & Fruit by the Foot
Mindshare Vietnam
Campaign Name: Clear Men Swipes All: Hijacking League of Legends
Category: Brand Awareness
Category: Mobile Gaming, Gamification & E-Sports - SILVER
Advertiser: Clear Men, Unilever
Mindshare Vietnam
Campaign Name: COVID-19: How Vietnam Beat Rest of the World
Category: Social Distancing - BRONZE
Category: Social Impact / Not For Profit - BRONZE
Category: User Generated - BRONZE
Advertiser: Lifebuoy, Unilever
Mindshare Vietnam
Campaign Name: Real-Time Infection Alert System
Category: Data/Insights - GOLD
Category: Location Based Services or Targeting - GOLD
Advertiser: Lifebuoy, Unilever
SMARTIES North America
Campaign Name: #BlackVoicesCreate
Category: Mulicultural - SILVER
Category: Social Good - SILVER
Category: Mobile Social - BRONZE
Advertiser: Gushers & Fruit by the Foot
Campaign Name: Black Community PMP
Category: Mulicultural - BRONZE
Advertiser: U by Kotex, Kimberly-Clark