Staying abreast of the marketing industry's fast-paced evolution requires being quick-footed and able to learn on the go.

Vincent Maher, MMA SA chairperson, says, "The next iteration of the Internet, Web 3.0 has widespread implications for marketers — but we must remember that it is still a nascent group of technologies."

"Despite various Web 3.0 developments, the one that is most prominent is the metaverse because as a virtual space, the metaverse has the potential to enhance the user experience," adds Maher. "It holds the promise of becoming an alternative environment where marketers can engage more meaningfully with prospects and provide rich and interactive advertising opportunities."

With Web 3.0 bursting into our realities — physically and virtually — marketers across a spectrum of sectors are fast learning about the prospects of:
  • building metaverses
  • exploring tokenisation
  • understanding blockchains, and
  • creating NFTs.

Maher says, "The question then that needs to be asked is: are brands making use of this fresh technology to create immersive virtual spaces and unique digital objects, which enable new kinds of customer engagement and experience? The MMA SA is certainly among the first movers to do so — which is appropriate considering our focus on the modern marketing landscape."

The first marketing awards programme to offer marketers a metaverse experience, while giving each visitor an NFT token, has kicked off.

The road to SMARTIES 2023 introduces a plethora of new tech, shining the light on what is possible. While Web 3.0 in all its wonders will only become a widespread reality in the next five or so years, it’s important that marketers understand how it works now.

There are of course those brands and agencies that have already started experimenting with elements of Web 3.0 and that is why there are many new categories in the SMARTIES Awards this year.
  • Data Insights
  • The Internet of Innovation / Intelligent Devices
  • Spatial Technology
  • Real-Time Marketing
  • Metaverse
  • Blockchain & NFTs (Non-Fungible Tokens)

Maher adds, "These Web 3.0 categories enhance the classic opportunities for marketers to showcase their attainment of business outcomes, based on their marketing prowess."

Maher says, "Legacy categories such as Brand experience, Cross Platform Media, Gamification and Social Impact Marketing remain core SMARTIES categories, that showcase innovation in demonstrating real impact and creativity and how client objectives are met and ROI achieved."

"Across all categories, the judges will be looking for impact above creativity. Creativity is essential but the winners will need to show measurable business impact," adds Maher.

The MMA SA's SMARTIES is renowned for this approach and is committed to showcasing work that is innovative and effective.

Entries close on Sunday, 19 February.

A SMARTIES Playbook is available to all marketers and can be found here. The playbook explains:
  • how to enter
  • what Web 3.0 means
  • the various new and existing categories, and
  • case studies from past winners.

"We are extremely excited about this year's awards. Not only can anyone join in the Gala Event on Thursday, 30 March, but through our immersive environment people can also explore and view the case studies and 2023's entries virtually," says Sarah Utermark, county director of the MMA SA.

"Winning agencies will still receive tangible trophies this year, but as an innovative new initiative, the MMA is also awarding the brand and agency teams who contributed to the winning campaigns with a Smarties Winner NFT, for them to add to their personal profiles as bragging rights," adds Utermark.

To enter an award and receive your NFT token, follow these steps:

"We wish all entrants well and will commence with the judging process soon. The judging board will comprise of local CMOs as well as one international judge, to benchmark our local Agencies' performance on a global stage," says Utermark.

Utermark concludes, "Another exciting feature is that all SMARTIES winners will be entered into the Business Impact Index that ranks global campaigns and agencies against each other each year."

For more information, visit www.mmasa.org. You can also follow MMA Global on Facebook, Twitter or on Instagram.