This year, for the first time, the MMA handed out a Lifetime Achievement Award to Louis Gump, VP of mobile, CNN. Gump was recognised as an outstanding leader who has dedicated the last several years to ensuring the success of mobile marketing for the industry worldwide.
"Louis continues to be a champion for mobile marketing and through his efforts, we as an industry have benefited from the tireless hours and dedication he has given to the industry and the MMA," said Greg Stuart, MMA CEO. "On behalf of the MMA, and the mobile marketing industry, I'd like to congratulate Louis on this award and thank him for his dedication."
Gump has been an active member of the MMA and has served as global chairman, board member and treasurer of the MMA.
| Category | Region | Winner |
|---|---|---|
| Branding | North America | Crispin Porter + Bogusky BK King's Phone |
| Branding | Central & Latin America | Bluemessaging, SMS Cinema Guide |
| Branding | EMEA | Mobile Dreams Factory & CLANMO, 2010 IKEA Interactive Catalog |
| Branding | Asia Pacific | Affle & Maruti Suzuki, Sports Sponsorship Goes Mobile |
| Branding | Global | Affle & Maruti Suzuki, Sports Sponsorship Goes Mobile |
| Cross Media Integration | North America | OMD; Dockers; DraftFCB, Shazam It |
| Cross Media Integration | Central & Latin America | Queen Mob, Follow the Queen |
| Cross Media Integration | EMEA | SilverstoneCIS¦South African Government Communication 2010, South African Government 2010 FIFA Soccer World Cup Mobile Communications Platform |
| Cross Media Integration | Asia Pacific | Madhouse Inc., Pepsi Music Revolutionary on Mobile |
| Cross Media Integration | Global | SilverstoneCIS¦South African Government Communication 2010, South African Government 2010 FIFA Soccer World Cup Mobile Communications Platform |
| Direct Response | North America | MS&L Group; maurices, maurice's Mobile Style Club |
| Direct Response | Central & Latin America | ADDCEL, Mobile Platform for Govenor Candidate |
| Direct Response | EMEA | Mobitainment South Africa, Surf Pick a Box |
| Direct Response | Asia Pacific | Cherrypicks, HKTDC 720 Mobile Marketing Innovation |
| Direct Response | Global | Mobitainment South Africa, Surf Pick a Box |
| Product/Services Launch | North America | The Hyperfactory, Trojan C Fire & Ice |
| Product/Services Launch | Central & Latin America | Future Group, Nestlè Receitas |
| Product/Services Launch | EMEA | Mr Price Group Financial Services |
| Product/Services Launch | Asia Pacific | The Hyperfactory, Clinique 3-Step Product Launch & Sampling Campaign |
| Product/Services Launch | Global | Future Group, Nestlè Receitas |
| Promotion | North America | appssavvy, Powermat on MyTown |
| Promotion | Central & Latin America | Inalambria, Texaco Unbeatable Promotion |
| Promotion | EMEA | Coca-Cola Great Britain, Gimme Credit C Every Pack Gets 50p Mobile Credit |
| Promotion | Asia Pacific | conmobile, The North Face Red Flag Campaign |
| Promotion | Global | Inalambria, Texaco Unbeatable Promotion |
| Relationship Building | North America | The Orange County Transportation Authority, Text4Next |
| Relationship Building | Central & Latin America | AndinaTech, Mobile Survey Platform: Collecting Data For Excellence Purposes |
| Relationship Building | EMEA | Mr Price Financial Services |
| Relationship Building | Asia Pacific | Cherrypicks, MTR Mobile iPhone Application Campaign |
| Relationship Building | Global | Mr Price Financial Services |
| Innovation | North America | The Hyperfactory, Intel Work Smarter - USA |
| Innovation | Central & Latin America | Ginga Mobile, Carefree |
| Innovation | EMEA | Mobilera, Cornetto Multiplayer Interactive Wall Projection Mapping Game |
| Innovation | Asia Pacific | Aircel Ltd, Aircel Pocket Internet |
| Innovation | Global | Ginga Mobile, Carefree |
| Social Impact | North America | Mobile Giving Foundation, Mobile Giving and Haiti |
| Social Impact | Global | Mobile Giving Foundation, Mobile Giving and Haiti |
| Academic of the Year | Alcatel-Lucent, Alcatel-Lucent Market & Customer Insight Mobile Advertising Quantitative Study | |
| Individual Achievement | Melis Turkmen Ertem | |
| Overall Excellence | Kraft Foods | |
| Lifetime Achievement | Louis Gump, VP Mobile, CNN |
As the MMA's highest honors, the awards recognise companies and their campaigns for spearheading the adoption of the mobile channel for marketing purposes. Said Paul Berney, MMA CMO, "We congratulate this year's winners and finalists on their outstanding achievements, and look forward to their continued success as they help advance the mobile marketing channel's evolution in the years to come."
Each year, the MMA's highly anticipated awards ceremony serves as the conclusion of the MMA Mobile Marketing Forum (www.mobilemarketingforum.com). Winners are selected by the MMA Awards Selection Committee, comprising global industry leaders from wireless carriers, technology and content providers, agencies and industry publications.
For more, go to www.mmaglobal.com.
