Mumbai: Marketing + Media Alliance (MMA), the global, nonprofit alliance of CMOs and senior marketing leaders, has launched SMARTIES™ Studio, a new global content series that extends the SMARTIES™ awards program beyond the stage and into the hands of the marketing community year-round.
The first series — the Best In Show (BIS) Winner Series — is already live. It is built around one central idea: the most valuable part of any awards program is not the trophy. It is the story behind the work that won it. The brief that sparked it. The decisions that shaped it. The people who made it happen. And the business results that proved it right.
The BIS Winner Series: Now Live
Each episode of the BIS Winner Series features the CMO of the winning brand and the creative director of the agency behind a SMARTIES 2025 Best In Show campaign, in conversation with host Rohit Dadwal, CEO of MMA APAC and Global Head of SMARTIES.
The conversations go well beyond campaign results. Every episode covers:
The strategy and insight that shaped the campaign brief
The creative and executional decisions that defined the work
The partnerships, team dynamics, and pivots along the way
The measurable business results that earned the SMARTIES™ win
The series spans 19 SMARTIES™ programs globally — from SMARTIES™ Asia Pacific and SMARTIES™ X Global to national programs across APAC, EMEA, LATAM, and North America. Each episode runs 15 to 20 minutes, with short-form extracts distributed across channels throughout the week.
Dadwal has over two decades of experience in marketing and media across Asia Pacific and globally, Rohit draws out the nuance, context, and lessons that matter most to senior marketers — making each conversation as instructive as it is compelling.
“The trophy is just the headline. The real value is the brief, the pivot points, and the numbers that got a campaign approved in the first place,” said Dadwal.
Why SMARTIES Studio
The SMARTIES jury process generates an evaluation of marketing effectiveness. Senior marketing leaders assess campaigns across four dimensions — Strategy, Execution, Creativity, and Business Impact. But most of what the jury learns about a campaign, and most of what makes a winning submission instructive for the rest of the industry, never reaches a wider audience.
SMARTIES Studio closes that gap. It surfaces award-winning thinking and distributes it directly to the marketers, agencies, and brands who can apply it — through peer-level conversations, unfiltered insights, and real business results.
For MMA members and partners, SMARTIES Studio delivers:
Global perspective — campaigns and leaders from APAC, EMEA, LATAM, and North America
Access to award-winning thinking — what separates the world’s best campaigns from the rest
Peer-level conversations — unfiltered insights from CMOs and marketing leaders at top global brands
Proof of impact — real business results, not just creative accolades
Brand visibility for participants — featured as part of a premium, globally distributed content hub
What’s Coming: SMARTIES Studio 2026 and Beyond
The BIS Winner Series is the first of several planned SMARTIES™ Studio content tracks. Upcoming projects include:
Inside the Jury Room — conversations with SMARTIES™ jurors sharing what they look for, what impresses them, and what makes a campaign truly award-worthy
Insights Report Presentations — structured presentations of SMARTIES™ insights reports delivered by knowledge partners, including Toluna, translating award-winning findings into actionable guidance
Regional Spotlight Series — dedicated content clusters spotlighting award-winning campaigns from APAC, MEA, Europe, LATAM, and North America
SMARTIES Studio Live — live recordings tied to MMA flagship events including POSSIBLE and the MMA CMO & CEO Summit
Studio Partner Programme — This is a sponsorship and co-branding opportunity for MMA members and partners to align with SMARTIES Studio
Where to Watch
SMARTIES Studio episodes are available now across:
YouTube:
