Local Councils | MMA / Marketing + Media Alliance

Local Councils

From A Blink to A Heartbeat
Personalization and CX
Creative effectiveness
Media & Retail Media

From A Blink to A Heartbeat 2019

MMA's First Second Strategy Checklist and Facebook's Thumbstopper Creative Best Practices are what you need to win with short video ads.

Released: 
September, 2019
Education Section: 
Best Practices, Creative Effectiveness, Educational Documents
Region: 
APAC, India, Global
Keywords: 
Mobile Video
Members Only
Personalization and CX
Creative effectiveness
Media & Retail Media

Members Only: First Second Strategy Report 2019

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Released: 
March, 2019
Education Section: 
Creative Effectiveness, Educational Documents, Research
Region: 
APAC, India, Global

The MMA India Creative Council is a member-led industry initiative that brings together senior leaders from brands, agencies, platforms and the wider marketing ecosystem to advance how creative quality is understood, evaluated and improved in India.

Media & Retail Media

From fragmentation to one view: A Marketer's Playbook For Full-Funnel Growth

Advertising across the funnel is one thing. Making it work together is another.

This playbook from MMA India, Amazon Ads and WPP Media helps marketers connect brand building with business outcomes. It brings together India advertiser insights, real campaign learnings and practical tools to move from fragmented planning to connected execution.

Inside the report:

Released: 
October, 2026
Region: 
APAC, India, Global
Measurement & Attribution

Beyond Reach

Reach tells you your ad was delivered. It doesn't tell you it was remembered.

BEYOND REACH is an industry paper, from MMA India and Publicis Media, which gives Indian marketers a practical way to plan for attention, memory and mental availability, not just impressions.

Released: 
October, 2026
Education Section: 
Trends Reports
Region: 
APAC, India, Global

The Retail Media Council is a dedicated MMA India council within the framework of the existing MMA APAC Retail Media Network Ideas Lab (RMNIL). MMA India steps into this as a neutral, industry-led convening body, bringing clarity and a common language to retail media in India.

Retail media is the third wave of digital advertising, after search and social. 20% of total global ad spends now come from retail media, making it one of the fastest growing advertising channels worldwide (Source: WARC Media).

Path to Gold: The SMARTIES India 2026 Entry Playbook

A practical guide packed with jury tips, submission strategy, winner inspiration and global credentials - built to help you enter, compete and win.

Path to Gold: The SMARTIES India 2026 Entry Playbook is packed with jury tips, submission strategy, winner inspiration and global credentials - built to help you enter, compete and win.

Released: 
July, 2026
Education Section: 
Research, Trends Reports
Region: 
APAC, India, Global
AI strategy and adoption

India’s First AI Brand Visibility Tracker for IPL 2026

The game has changed. So has discovery.

Fans aren't just watching IPL 2026, they're asking AI about it. In Partnership with OptimizeGEO, MMA India presents the IPL 2026 AI Brand Visibility Tracker: the first-of-its-kind study decoding how India's top brands show up across ChatGPT, Gemini, Perplexity, and Google AI Overview — tracked daily, from March 28 through the end of the season.

What You Get

Released: 
November, 2023
Education Section: 
Perspectives, Research, Trends Reports
Region: 
APAC, India, Global

The AI Marketing Maturity Study 2026

Most brands are experimenting with AI. Far fewer have made it work.

The AI Marketing Maturity Study 2026, conducted by MMA in collaboration with EY as Knowledge Partner, and Powered by Mobavenue, benchmarks where brands and marketers stand across Creative & Content, Measurement & Insights, Media & Personalisation, Propensity Modelling, Dashboards, and Customer & Sales Journeys.

Released: 
April, 2025
Region: 
APAC, India

Modern Marketing Reckoner 2026: The Incumbent-Insurgent Growth Playbook

The Modern Marketing Reckoner 2026 by Marketing + Media Alliance (MMA) India and WPP Media returns for its 7th edition with a practical playbook representing collective wisdom of 80+ contributors from incumbents and insurgents with the objective to build stronger, faster, and more resilient growth.

What’s inside

A sharp view of how incumbents and insurgents are approaching modern growth across:

Released: 
May, 2026
Region: 
APAC, India, Global

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