Guidelines | MMA Global

Guidelines

The Mind the Gap Report shines a light on changes in the media landscape in Germany between 2012 and 2020, contrasting Gen Z, Millennials, Gen X and Baby-boomers’ media behaviour. It is a good starting point from which to inform advertisers where they should prioritise and focus their experiments and learning agendas; to ensurebrands are more consumer-centric, and to give them the best opportunity to find new customers and grow their business.

Released: 
October, 2020

The global pandemic has set off a chain reaction of shocks – from digital surge to brand loyalty shocks. Retail leaders navigating this time of exceptional uncertainly need steady focus to manage current challenges. In the future operating models and capabilities, that allow agility and efficiency to quickly capture pockets of growth, will be more relevant to retailers than ever before.

This report highlights how consumer are growing appetite for tech-forward experience are reshaping retail and why safety and convenience will continue to be critical.  

Released: 
September, 2020
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Released: 
July, 2020
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Covid-19 has created unprecedented disruption in every aspect of life including marketing and advertising. According to a recent study 70% of buyers have already adjusted or paused their planned ad spend, while 16% is still determining what actions to take. In this document we summarize some of the Industry’s best thinking in terms of advertising in times of crisis and we try to answer the key questions that block efficient marketing decision-making right now.

Released: 
June, 2020
Keywords: 
 NEW

Marketers know brand builds growth—but until now, proof was elusive. 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.

Released: 
October, 2025
File Size: 
2.6 MB
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A Practical Roadmap for Marketing Organizations. Generative AI (GenAI) may offer a transformative potential for marketing, but realizing this requires a strategic, organization-wide approach. This white paper, based on a comprehensive study conducted by the MMA/MarCaps partnership (n=521) and interviews with leading CMOs, explores the challenges and opportunities inherent in GenAI adoption. We introduce a strategic framework, the "Need-Case Map," to guide marketers in prioritizing investments, aligning initiatives with business objectives, and maximizing impact. Our research reveals key differentiators of leading firms, emphasizing the critical role of a need-case-driven approach, robust organizational capabilities, and a structured roadmap for navigating GenAI deployment.
Released: 
August, 2025
File Size: 
7.5 MB
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"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