Jakarta. Indonesia’s 2026 shortlist is here. Marketing + Media Alliance (MMA) Indonesia has unveiled the finalists for its 2026 SMARTIES™ marketing awards, following a three-day judging process that assessed campaigns for strategy, execution, results and creativity.

The campaigns on it were judged under SMARTIES™—the awards program that runs across 13 countries and five regions under the Global X banner, headquartered in New York. The Indonesia Awards are measured against the same standards for innovation and business impact. Judged locally, benchmarked globally—that is what gives this shortlist its weight and credibility.

For participants, entry into the SMARTIES™ program confers professional recognition, provides demonstrable evidence of innovation and expertise, and strengthens their standing within a network that advances Indonesia’s marketing and advertising ecosystem.

WARC Media 100 validates campaign effectiveness, while RECMA Ratings assess agency performance. The SMARTIES™ Business Impact Index (BII) is the first and only global marketing index of its kind, conducted in partnership to rank the brands, advertisers, agencies and solution providers delivering measurable business impact.

The SMARTIES™ Indonesia 2026 Awards drew entries across 25 categories in four channels—Purpose Driven Marketing, Impact Marketing, Media & Growth, and Creative & Innovation Impact—reflecting the scale, creativity and diversity of Indonesia’s marketing landscape.

A rigorous multi-stage evaluation narrowed the field to a shortlist of the country’s most outstanding work. The shortlisted campaigns paired mastery of marketing fundamentals with bold, precise thinking, harnessing cultural insights to set new standards in customer engagement and business impact while staying authentic to their brand identities.

Judging begins with an online qualifying jury of senior industry leaders from brands, agencies, technology platforms and media publishers. They assess every campaign across four dimensions—strategy, execution, results, and creatives—weighted by category. A US-based master system, automated scoring checks and strict conflict-of-interest controls help safeguard the fairness of the process.

The most impactful work then advances to the Grand Jury, comprising more than 60 senior marketers from Indonesia’s leading brands, seated across three panels. The jurors include president directors, C-level executives, marketing directors, general managers, vice presidents, country directors, and business owners, who review the shortlisted entries online against the same four criteria ahead of the in-person sessions.

The Grand Jury’s selection of the winning campaigns spans three days of in-person deliberations in Jakarta, with each day hosted by a leading Indonesian company. Each session is presided over by a Jury Chair: Ira Noviarti, Independent Board Commissioner of Telkom Indonesia; Georgios Badaro, President Director of Nestlé Indonesia; and Benjie G. Yap, President Director of Unilever Indonesia.

Each full-day session runs for six to eight hours, with the Jury Chairs leading discussions, calling voting rounds and mediating to maintain fairness, credibility and focus in the final decision-making process.

The jury observer serves as a neutral party to the deliberations, safeguarding the integrity of the judging process. Toluna, the 2026 Knowledge Partner and Jury Observer, reviewed every submission in advance and attended all three days of deliberations, verifying that each category was assessed against its stated criteria without taking part in scoring or voting.

That independent perspective provides additional assurance on the conduct of the process and will generate insights that Toluna will subsequently share with the wider industry.

Visit https://www.mmaglobal.com/smarties/awards/programs/indonesia/jury to learn more about the jury panel.

Shanti Tolani, Country Head and Board Director, Marketing + Media Alliance (MMA) Indonesia, said, “I am deeply honoured and thrilled by the breadth and quality of participation this year, with exceptional work emerging from diverse industries, verticals and organizations across both global and local markets in Indonesia. As technology continues to accelerate innovation, we are seeing a compelling balance of creativity, data and ideas shaped by Indonesia’s unique and diverse landscape.

“The calibre of campaigns submitted reflects the remarkable work being delivered by brands across the country, while the strength and depth of this year’s jury — bringing together distinguished expertise, experience and thought leadership — has added tremendous credibility and rigour to the judging process. It is truly encouraging to see the Indonesian marketing ecosystem continue to raise the bar in both creativity and impact.”

Rohit Dadwal, CEO of MMA Global APAC, Global Head of SMARTIES™ Worldwide and Board of Directors member for Asia Pacific, said, “Indonesia occupies a distinctive place in the SMARTIES™ family. The work here is unmistakably local — built on cultural insight you will not find anywhere else — yet it is measured against the same global criteria.

“That combination is why this shortlist is a source of pride regionally and globally: these campaigns can stand beside the best in Asia Pacific and worldwide. On behalf of MMA Global, my sincere gratitude to the Jury, whose thorough evaluation safeguards the integrity of the awards while putting Indonesia’s creativity and digital growth in front of the world.”

The winners of the SMARTIES™ Indonesia 2026 Awards will be announced at SMARTIES™ Indonesia — Celebration of Talent on Thursday, Nov. 5, 2026, at the Grand Ballroom on the second floor of The Ritz-Carlton Jakarta, Mega Kuningan.

We are grateful to all those who are generously part of the SMARTIES™ Awards Winning Journey. Each one has been instrumental in defining excellence in the future of creative innovation and #CelebratingMarketingExcellence.

To register for the SMARTIES™ Awards Gala, visit https://www.mmaglobal.com/smarties/awards/programs/indonesia/gala.

To learn more about the finalists, visit https://www.mmaglobal.com/smarties/awards/programs/indonesia/overview.

MMA Local Council page: https://mmaglobal.com/local-councils/indonesia

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