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Creative effectiveness

Marketing Org & Talent
Media & Retail Media
Creative effectiveness
Data, identity and privacy

[MMA X BUZZMETRICS] Matcha on Social Media_Connecting With Users Through Matcha Enjoyment Trends

This report explores the evolving landscape of Matcha conversations on Vietnamese social media in 2025, where trends, user behaviors, and brand activity reveal both momentum and limitations. With nearly 3.8 million social mentions across multiple platforms within 2 years, matcha has become a daily topic driven largely by users and  online communities rather than brand-led initiatives.

Released: 
November, 2025
Education Section: 
Benchmark Studies, Research, Trends Reports
Region: 
APAC, Vietnam
Marketing Org & Talent
Media & Retail Media
Creative effectiveness
Data, identity and privacy

[MMA X BUZZMETRICS] Fashion Insight In Peak Season - Knitwear Category

The Knitwear category has firmly established its dominance in Vietnam's cold-weather social media landscape, particularly driven by Northern demographics. However, the market is currently defined by a significant strategic  ension: consumer demand for quality and durability remains high, while many brands are reliant on deep discounts to drive seasonal volume. This report is structured to decipher this conflict by analyzing dual purchase drivers  functional warmth and emotional gifting) and core consumer material anxiety (such as pilling and shape retention).

 

Released: 
November, 2025
Education Section: 
Benchmark Studies, Research, Trends Reports
Region: 
APAC, Vietnam
AI strategy and adoption
Marketing Org & Talent
Personalization and CX
Creative effectiveness
Brand Building

MMA Modern Marketing Reckoner 2025-2026 Industry Report Indonesia

The Modern Marketing Reckoner 2025-2026 Indonesia serves as a strategic compass for marketers navigating an era defined by rapid transformation, technological disruption, and shifting consumer values. This edition goes beyond operational efficiency to explore how marketing drives business growth, long-term brand equity, and societal impact. It examines the evolution of leadership in marketing, emphasizing the role of CMOs and brand custodians as key drivers of growth and transformation.

Released: 
December, 2025
Education Section: 
Best Practices, Creative Effectiveness, Educational Documents, Perspectives, Research, Trends Reports
Region: 
APAC, Indonesia, Global
Keywords: 
AI, AI in marketing, Next Generation Consumers, Customer Behaviours, Indonesia
Personalization and CX
Media & Retail Media
Creative effectiveness

Beyond the Awards: SMARTIES Unplugged 2025 Winning Campaigns Booklet

"Beyond the Awards" offers an exclusive glimpse into the stories behind the 2024 SMARTIES Awards winners. This booklet features detailed campaign objectives, strategies that worked, business impacts, and behind-the-scenes success stories. It also includes guidance for future participants, making it a valuable resource for anyone looking to understand what it takes to win a SMARTIES Award. This comprehensive guide showcases the best practices and insights from award-winning campaigns.

Released: 
June, 2025
Education Section: 
Benchmark Studies, Best Practices, Educational Documents, Guidelines
Creative effectiveness
Brand Building

The State of Creative Process in Marketing

We are on the cusp of a creative revolution. Conducted in partnership with Canva, and based on the input of close to 100 senior creative decision makers, MMA Global's first benchmark study on the state of creative process provides a guide for marketers looking to refine their approaches and drive increased value with their creative efforts.
Released: 
June, 2024
File Size: 
3.94 MB
Education Section: 
Benchmark Studies, Creative Effectiveness, Trends Reports
Region: 
Global

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