Rating: Coca-Cola the overall winner
We’re not quite sure whether the MMA (Mobile Marketing Association) is aware of this but it appears to have picked the name of a popular brand of children’s’ sweeties [candy] in the UK for its new set of awards. Anyway, the ‘Smarties’ were announced last night [November 17th 2011] at the Hotel SLS at Beverly Hills in Los Angeles, USA. The event was sponsored this year  by Motricity along with Millennial Media. The MMA Global Award Winners were chosen from hundreds of entrants by a judging panel of international marketers and agency leaders. Somehow the global winner and North American regional winner appear to be the same thing. A bit like the hosting nation winning the Olympics. Anyway, the overall winner was Old Navy and Crispin Porter + Bogusky for ‘Old Navy Records’. Congratulations.The awards ceremony represented the culmination of the MMA Forum in Los Angeles and if you want to know exactly which company won which MMA Award your can find the answers here.
The awards were broken down into nine different categories : – Branding; cross media integration; direct response; product/services launch; promotion; relationship building; innovations and social impact; plus the mobile marketing academic of the year.
Well done to William Humphrey Junior for winning the academic award with ‘Brand Community and Location Service Social & Mobile Research’.
Of course the top prize went to Coco-Cola which managed to feature in no fewer than five of the awards.
It even managed to make it as first runner-up ahead of old rivals, Pepsi Co, in the Promotion category.
Next came Crispin Porter + Bogusky along with UM and McCann Worldgroup for featuring in no fewer than four of the awards.
Crispin Porter + Bogusky, of course, featured in the overall winner prize. So it takes second place, really.
GoMo News awards a special prize to InMobi which became EMEA Regional Winner in the Innovation category for ‘Samsung Galaxy S II; 3D campaign’ for actually bothering to Press release its victory.
The MMA had been running a competition to guess what the “new naming, positioning and branding to take us into the next decade.”
We’d have guessed M&Ms not Smarties, of course.