This was among the key messages at MMA IMPACT Indonesia 2026, hosted by Marketing + Media Alliance (MMA) Indonesia on November 5 at The Ritz-Carlton Mega Kuningan, Jakarta.
Discussions focused on how businesses can measure marketing performance, strengthen consumer trust and use artificial intelligence (AI) to create sustainable value.
Held on 2223 October 2026 at Manhattan Hotel Jakarta, the two-day summit carried the theme Beyond Reach: From Discovery to Community Trust and Sustainability.
Marketing + Media Alliance (MMA) Indonesia announced the winners of the SMARTIES™ Indonesia Awards 2026 at a gala ceremony held at The Ritz-Carlton Jakarta, Mega Kuningan.
Under the theme “A Gala Celebration of Talent,” the awards recognised outstanding work by marketers, brands, agencies, media owners, publishers and technology providers. The programme highlights campaigns that demonstrate measurable business impact, including business growth, stronger brands and changes in consumer behaviour.
OBH Combi won the Best in Show award for its campaign, “The Cough Jingle That Took Over FYP.” Other major winners included Unilever Indonesia as Advertiser of the Year, Bear Brand as Brand of the Year and Paragon Technology and Innovation as National Advertiser of the Year.
WPP Media was named Holding Agency Company of the Year, while Ogilvy received the Creative Agency of the Year award. Emtek Media was recognised as Publisher of the Year, and InMobi Advertising received the Tech Enabler of the Year award.
The ceremony was attended by Greg Stuart, CEO of MMA Global, marking his return to Indonesia after eight years. His presence highlighted Indonesia’s growing role within MMA’s global marketing network.
SMARTIES Indonesia is part of SMARTIES X, MMA’s global awards framework, which includes a worldwide competition, five regional programmes and 15 country programmes. This year’s winners will also be ranked in the MMA SMARTIES™ Business Impact Index (BII), developed with WARC and evaluated by RECMA.
More Than 60 Senior Marketers Join the Jury
This year’s awards attracted entries across 25 categories grouped into four channels: Purpose Driven Marketing, Impact Marketing, Media & Growth, and Creative & Innovation Impact.
The judging process involved multiple stages. A qualifying jury of senior industry leaders assessed submissions based on four dimensions: strategy, execution, results and creativity.
Selected campaigns then advanced to the Grand Jury, comprising more than 60 senior marketers from leading Indonesian brands. The jury selected the winners through three days of in-person deliberations in Jakarta.
The sessions were chaired by Ira Noviarti, Independent Board Commissioner of Telkom Indonesia; Georgios Badaro, President Director of Nestlé Indonesia; and Benjie G. Yap, President Director of Unilever Indonesia.
The jury chairs highlighted three key themes from this year’s campaigns: strong cultural insights rooted in Indonesian experiences, marketing strategies that translate creative ideas into measurable results, and authenticity in maintaining brand identity.
Toluna, the awards’ Knowledge Partner and Jury Observer, also monitored the deliberations to support the integrity of the judging process. The company reviewed submissions and attended all three days of deliberations without participating in scoring or voting.
Shanti Tolani, Country Head and Board Director of MMA Indonesia, said the awards reflected the growing ambition and capabilities of Indonesia’s marketing industry.
“A win does not stay in the ballroom. It travels. Our winners should see this stage as a beginning, not a destination,” she said.
The full list of SMARTIES Indonesia 2026 winners is available on the MMA Global website.
