Research revealing a new marketing growth strategy, outperforming traditional reach-based marketing plans by more than 50% on return on ad spend (ROAS
Does brand lift translate into business outcomes and how sustainable is it?
The new Brand as Performance (BaP) whitepaper from MMA Global and TransUnion reveals that traditional measurement methods have undervalued brand’s impact by up to 83%. Backed by studies from Ally, Kroger, and Campbell’s, BaP shows how brand campaigns lift favorability (+24%), drive higher conversions (4–5x), and deliver 1.8–6x greater long-term sales impact compared to short-term tactics. With BaP, CMOs finally have the evidence to defend budgets, optimize strategy, and demonstrate marketing’s full value.
An overwhelming majority of marketers plan to increase their investment in the year ahead, seeing it as the most essential tactic for reaching audiences and driving business outcomes across the entire funnel.
A guide for marketers looking to refine their approaches and drive increased value with their creative efforts.
Our annual study shows that marketers in 2024 are more optimistic, but prioritize measurable outcomes over expanding media budgets and reach.
A 3-week assessment to predict the Movable Middle ROAS upside and optimal audience allocation for your brand.
Assess your Channel Measurement Score - measure the incremental impact of each marketing tactic.
Step-by-step guide to launch a successful MTA initiative, from inception through full deployment. Determine at what stage your organization is currently within the journey to access specific acceleration tools most relevant to you.
A concise reference tool that visualizes all the data needed, giving brands a clear picture of how datasets can interact and be integrated for successful MTA execution.
The marketing industry has never agreed on a measurement standard.
Leading CMOs discuss & debate five key areas which have a direct role in achieving true marketing growth
Marketers may be familiar with at least one marketing growth framework, but few are familiar with them all. Through this series, the authors of leading growth frameworks presented their research and answered questions to help marketers make educated decisions on the optimal approach to drive growth for their business.
Marketing has an identity crisis. Through this series, the MMA has brought together more than 30 industry experts to debate the most effective strategies to roadmap the future of identity.
Generative AI (GenAI) may offer a transformative potential for marketing, but realizing this requires a strategic, organization-wide approach. We introduce a strategic framework, the "Need-Case Map," to guide marketers in prioritizing investments, aligning initiatives with business objectives, and maximizing impact.
A detailed framework of six values and 90 capabilities for success
A collection of resources on how marketing organizations are changing.
A collection of resources of the latest tools and technology for marketing organizations.
For Individual marketers to quickly assess their organization
The MarCaps Readiness Assessment is a comprehensive and objective capability strength evaluation tool that goes beyond common maturity models. Capability importance varies by industry, customer segment, and brand.
How does the mission of marketing tie to the firm’s growth agenda?
Strategize, Manage Responsibilities, Build Capabilities, Tackle Organizational Challenges
In collaboration with AppsFlyer, MMA Global engaged with 150 senior marketers across various sectors to provide a view of the current state and future trajectory of Data Privacy, and introduces a new comprehensive framework to approach privacy as a source of competitive advantage.
Over the past two years, the data maturity landscape has shown limited progress in certain areas, with a relatively slow pace of change and evolution among leadership, suggesting that organizations need to accelerate their efforts to drive significant advancements in how they approach data.
New insights reveal that marketers are struggling to adapt to the shifting identity, privacy and regulatory landscape
The MMA partnered with EY and surveyed over 100+ senior U.S. marketing leaders across major industries to assess the maturity of consumer data in organizations. Together we endeavored to understand how the tug of war between growth through data-driven decisions playoff against the risk of managing the complexity of marketing-generated data within today's modern organizations.
Find out how your organization’s CX capabilities stack up against industry leaders with this brief assessment.
The MMA has created a Data Maturity Assessment that allows companies to assess their maturity level across over 20 important dimensions at both an industry and sector level.
Understanding data means understanding your consumer – who they are, where they are and what they want.
Learn key lessons from the past year with a focus on the new rules of engagement for succeeding in a post-covid world.
DATT Unplugged Virtual was a one-day event bringing together brand marketers, data and privacy experts and other thought leaders to discuss and define the future of data in marketing.
Boosting Advertising Effectiveness Using AI-Driven Personalization
A comprehensive guide for responsibly integrating AI into marketing strategies, covering 13 key areas from leadership vision to continuous improvement
A marketing framework for harnessing the power of generative AI, while safeguarding consumers and ensuring legal compliance.
Addressing key risk categories, including privacy, accuracy, ethical, and compliance risks, providing marketers with tools to navigate the complex lan
A guide by MMA's AI Leadership Coalition to help Marketers identify genuine AI solutions
AI and privacy laws are evolving fast, creating both hurdles and openings for marketers. In this webinar, Alec Foster breaks down key changes—like the EU’s AI Act and U.S. legal shifts—into clear, actionable insights for marketing teams.
As AI agents shift from copilots to autonomous teams, join MMA Global’s Responsible AI Innovation Lab for a strategic look at this change. Despite big promises, under 1% of enterprises use AI agents effectively. This webinar offers clear, practical advice for responsible adoption.
AI is reshaping marketing, but using it responsibly is key to protecting your brand and earning customer trust. This webinar from MMA Global’s new Responsible AI Innovation Lab offers practical strategies for ethical, effective AI use.
Becoming a judge for the SMARTIES AWARDS South Africa is an unparalleled opportunity to shape the future of marketing innovation. By joining this prestigious panel, you will:
Your expertise will not only honor the brightest minds in the field but also position you as a thought leader in shaping the future of marketing.
SMARTIES AWARDS South Africa Timelines:
10th March: Closed Entries
14th – 19th March: Phase 1 Pre-screening Judging (Online)
21st March – 28th March: Phase 2: CMO Online Scoring
31st March: Finalists announced
Please email [email protected] for further details.
Please note the CMO Judge will have to avail themselves on one of the followings days to attend an in-person Jury day, the CMO dinner and Gala:
Jury Day options:
CMO Judge dinner: 7 May 2025 (JHB)
The Smarties Awards Gala: 8 May 2025 (Johannesburg)