Tuesday, April 14, 2026
Registration, Business Networking, and Refreshments
Opening by Master of Ceremony (MC)
Opening Address: Raising the Benchmark for Creative Excellence Within SMARTIES Unplugged 2026 & Creative Summit 2026
A combined opening for SMARTIES Unplugged 2026 and Creative Summit, this Opening-Speech will highlight MMA Indonesia’s commitment to building a stronger marketing & advertising ecosystem through successful case studies, winning campaigns, practical learnings, sharper storytelling and creativity that delivers measurable results.
The session will officially introduce the MMA SMARTIES Unplugged Booklet Indonesia 2026, SMARTIES Coach GPT and the broader vision of Creative Summit as part of MMA Indonesia’s commitment to advancing creative excellence, culture and innovation in driving industry and business growth.
Welcome Remarks by MMA Indonesia Board of Director
To open MMA SMARTIES Unplugged Indonesia 2026, Ibu Sri Widowati, Chief Executive Officer of WPP Media and MMA Indonesia Board of Director, will share perspectives on why SMARTIES remains one of the industry’s most important platforms for recognizing marketing that drives measurable business impact. Her remarks will set the context for an afternoon of learning, inspiration, and behind-the-scenes insight into the campaigns and standards shaping marketing excellence in Indonesia.
Session 1: Inclusive Marketing That Drives Real Business Impact
Purpose-driven campaigns often aim to raise awareness—but the most effective ones drive real change. In this session, discover how inclusive storytelling helped transform consumer perception, strengthen brand meaning, and deliver measurable commercial results. It’s a compelling example of how representation and performance can work hand in hand.
Showcase winning campaign: If My Skin Can, Yours Can — an inspiring example of how a brand can use inclusive marketing to challenge perceptions, build deeper audience connection, and turn a meaningful message into tangible business impact.
Session 2: From Brand Purpose to Real-World Intervention
Purpose-driven marketing often stops at messaging. This session explores how one campaign went further by turning brand purpose into real-world behavioral change. Through a smart intervention embedded across the ride-hailing ecosystem, the campaign encouraged safer decisions before, during, and after celebrations—helping reduce risk, strengthen brand trust, and deliver measurable business impact. It’s a strong example of how purpose-led marketing can move beyond awareness to drive action.
Showcase winning campaign: When a Beer Campaign Became a Social Intervention — a standout example of how Heineken transformed responsible drinking from a brand message into a real behavioral intervention, using the Grab ecosystem to influence safer choices at scale and prove that purpose and performance can work together.
Session 3: Inside the Jury Room: How Excellence Is Defined at the SMARTIES
What truly separates a winning campaign from the rest? In this debate-style session, members of the 2025 SMARTIES Awards Indonesia Main Jury will exchange perspectives on what defines excellence across creativity, strategy, impact, and innovation. Through contrasting viewpoints, candid reflections, and real evaluation criteria, the conversation will unpack what makes work stand out, where brands and agencies often fall short, and why some ideas earn recognition while others do not. It’s a rare chance to hear how top industry leaders challenge, defend, and define award-worthy marketing in the jury room.
Showcase: 2025 SMARTIES Awards Indonesia Jury Meeting Highlights
Jury Discussion Highlights: Favorite Campaigns
This video showcase features two standout campaigns from the 2025 SMARTIES jury process—KORUPSONG and Oreo Milky Way Dunk Indonesia. Each one stood out in a different way, capturing the jury’s attention through bold thinking, strong execution, and memorable impact.
Session 4: AI Leadership Think Tank
AI Leadership Think Tank (ALTT)'s Insights: What the Industry Gets Right Through AI, & Where It Can Go Further
Indonesia is entering a more decisive phase of AI adoption. Across marketing, media, and customer experience, brands are moving from experimentation to implementation, with growing potential to turn AI into a real source of competitive advantage.
Created by leaders who saw this shift early, AI Leadership Think Tank (ALTT) Indonesia offers a practical and forward-looking view of Indonesia’s AI landscape — highlighting what is already working, where the biggest opportunities are emerging, and how brand and marketing leaders can embed AI more effectively across their organizations over the next few years to drive stronger decisions, better experiences, and greater business impact.
SMARTIES Showcase: AI-Powered Case Studies from Indonesia
A showcase of 2025 SMARTIES Indonesia case study videos featuring brands that applied AI-powered and AI-inspired marketing to drive business results. This segment highlights Wardah’s Beauty AI and Bebeclub AI Poop Tracker: Baby’s Gut, Decoded, offering a look at how personalization, audience engagement, and creative use of technology were brought to life in award-recognized work.
