Tuesday, April 14, 2026
Registration, Business Networking, and Refreshments
Opening by Master of Ceremony (MC)
Welcome Remarks by MMA Indonesia Country Head and Board of Director
Winning at SMARTIES is about more than recognition—it’s about understanding what great work looks like, why it stands out, and how to raise the standard for future entries. In this special session, Ibu Shanti Tolani will officially launch the MMA SMARTIES Unplugged Booklet Indonesia 2026, a practical guide designed to help marketers, brands, and agencies go beyond the trophy and learn from the work behind it.
The booklet brings together key insights on MMA, SMARTIES, judging perspectives, submission strategy, and highlights from the 2025 winning campaigns, offering a valuable resource for anyone looking to submit stronger, smarter, and more competitive entries. The session will also introduce SMARTIES Coach GPT: Your Submission Strategist, a dedicated tool built to help entrants navigate category selection, strengthen storytelling, and improve submission quality with greater confidence and clarity.
Together, the booklet and SMARTIES Coach GPT are designed to support the industry not just in celebrating excellence, but in building it.
Opening 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
Session 4: Turning Everyday Moments into Intelligent Customer Journeys
Great CRM starts with understanding real human behavior. This session explores how a simple everyday parenting moment was transformed into an intelligent customer journey powered by data, AI, and contextual engagement. By turning a common concern into a personalized interaction, the campaign built a smarter ecosystem that delivered high-intent leads, deeper repeat engagement, and a more scalable approach to CRM innovation. It’s a strong example of how brands can use technology not just to automate communication, but to create more relevant, responsive, and human-centered experiences.
Showcase winning campaign: Bebeclub AI Poop Tracker: Baby’s Gut, Decoded — a standout example of how Bebelac turned everyday parenting behavior into a high-value data signal, using AI to power personalized journeys, strengthen brand relevance, and drive measurable CRM and business results.
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.
