MMA APAC

MMA APAC The Marketing+Media Alliance unites CMOs & Tech/Media in APAC & globally advancing marketing’s impact For CMOs and by CMOs. in 2022.

MMA Global is the Marketing + Media Alliance — the global industry body for Chief Marketing Officers and their teams, dedicated to advancing marketers’ ability to create value. We unite the world’s leading CMOs to tackle the most significant challenges and opportunities shaping the future of marketing, brands, and business. With 800+ corporate members representing hundreds of thousands of marketer

s, MMA drives collaboration across marketing’s whole ecosystem — brands, media companies, platforms, MarTech, AdTech, consultancies, and agencies — to make marketing more impactful, accountable, and predictive. MMA is an alliance that turns research & science into results. Through our proprietary Think Tanks and Labs, we create groundbreaking, evidence-based models that transform how marketing drives growth and enterprise value. Our four global Think Tanks include:
MATT: Measurement & Attribution
MOSTT: Marketing Organization Strategy
ALC: AI Leadership Coalition
DATT: Data & Customer Experience

MMA’s multi-year, multi-million-dollar research labs have redefined marketing science — from quantifying long-term brand contribution to creating the world’s first financial model linking marketing investment directly to company valuation. Marketers applying MMA frameworks have seen enterprise value gains of more than +10%. Our membership includes leading brands such as Unilever, P&G, Grab, McDonalds , Coca Coala, Google, TikTok, Facebook, Diageo, Mondelez, Heineken, Pepsi, Perfetti, Affle , Emtek Group Indonesia, GoTo Gojek Tokopedia, Mayora, Godrej, Reliance and others. We share, discuss, and scale what works through world-class experiences — including POSSIBLE in Miami, the CMO & CEO Summit (NPS of 86%), and 60+ events globally. MMA has operations in 16 countries in APAC, Europe, MEA, LATAM, and North America. Founded in 2003 as the Mobile Marketing Association, MMA expanded its mission in 2018 and legally became MMA Global, Inc. Join the Alliance: mmaglobal.com

🚀 If nearly 8 in 10 marketers agree on the biggest challenge in AI adoption, why are some organisations still pulling ah...
06/08/2026

🚀 If nearly 8 in 10 marketers agree on the biggest challenge in AI adoption, why are some organisations still pulling ahead?

The State of AI in Marketing 2026 found that 78% of marketers identify skills and training as the biggest challenge to adopting and integrating AI.

📊 Yet 79% of Advanced organisations already provide AI training programmes, compared with just 36% of Early adopters. The findings suggest that the capability gap increasingly depends on how organisations develop people, not simply which AI tools they buy.

💡 What else distinguishes Advanced adopters? How are they applying AI across marketing, creating business impact, and progressing towards greater AI maturity?

📥 Explore the full findings in The State of AI in Marketing 2026.

🔗 https://mmaglobal.com/documents/state-ai-marketing-sea-report-2026?utm_source=linkedin&utm_medium=post&utm_campaign=soai2026

79% of consumers discover products through retail media while actively shopping.Most brands are still buying that attent...
05/08/2026

79% of consumers discover products through retail media while actively shopping.

Most brands are still buying that attention like a billboard: one message, one moment, no journey.

The consumers using retail media have moved on from that model. They are discovering, evaluating, and deciding inside the same commerce ecosystem, often without ever leaving the platform. A brand that only shows up at the conversion stage is arriving after the decision has already been shaped.

The brands winning in APAC retail media understood the full consumer journey first and built their strategy around it.

👉 Link in first comment.

Which moment is your last campaign actually optimized for?

Follow MMA APAC to advance marketers' ability to create value.

Most APAC brands are measuring retail media on clicks.The channel was built to do far more than that.Teams spent years t...
04/08/2026

Most APAC brands are measuring retail media on clicks.

The channel was built to do far more than that.

Teams spent years treating retail media like search. Bid on the right keywords, win the placement, measure the click. Then the CMO asked why awareness was not moving.

The problem was the frame, not the channel.

Retail media has three jobs: build awareness, shape consideration, drive conversion inside a single commerce ecosystem where the consumer journey is already unfolding. Most teams are only using one of the three.

MMA's Retail Media Network Ideas Lab (RMNIL) is building the frameworks APAC's marketing leaders need to make that shift.

👉 mmaglobal.com/apac/join-our-global-programs?utm_source=linkedin&utm_medium=post&utm_campaign=apac

Is your team using retail media as a performance channel or a full-funnel asset?

Follow MMA APAC to advance marketers' ability to create value.

30/07/2026

68% vs 44%.

That's the training gap between Advanced and Early AI adopters, and it isn't the technology that separates them.

📊 New data from The State of AI in Marketing 2026 shows Advanced adopters don't just use more tools. They build capability through structured training, workshops, and peer discussion, and turn it into broader business impact across Southeast Asia.

As AI matures, the winners are the ones who build the habit of learning, not just the access to tools.

Where does your team sit on that curve?

📥 Benchmark yourself with the full report: https://mmaglobal.com/documents/state-ai-marketing-sea-report-2026?utm_source=linkedin&utm_medium=post&utm_campaign=soai2026

A page view tells you what happened.Repeated category comparisons before purchase tell you what is about to happen.Most ...
29/07/2026

A page view tells you what happened.

Repeated category comparisons before purchase tell you what is about to happen.

Most measurement frameworks are built around the first. The teams pulling ahead in APAC are building around the second and the gap between those two approaches is where marketing advantage is quietly being won and lost.

Our latest piece on Marketing TNT breaks down the signal types most teams are not tracking yet, and why data abundance is making the problem harder, not easier.

👉 marketingtnt.org/the-signal-economy-is-changing-how-marketing-advantage-is-built/

Which signal type does your team currently have the least visibility into?

Follow MMA APAC to advance marketers' ability to create value.

Rohit Dadwal | Jessica Tam Phan | Moneka Khurana | Shanti Tolani | My NGUYEN | Ankita Gupta | MMA India | MMA Indonesia | MMA Philippines | MMA Vietnam

MMA's AURA initiative delivered a 22% performance lift without changing the creative or the budget.What changed was the ...
29/07/2026

MMA's AURA initiative delivered a 22% performance lift without changing the creative or the budget.

What changed was the signals. By combining behavioral, demographic and transactional data, AURA identified high-response audiences that traditional segmentation consistently walks past.

Most marketing teams have more data than they know what to do with. The ones pulling ahead are not collecting more. They are getting better at knowing which data deserves action.
👉 mmaglobal.com/apac/join-our-global-programs?utm_source=linkedin&utm_medium=post&utm_campaign=apac

Is your team collecting more signals or acting on better ones?

Follow MMA APAC to advance marketers' ability to create value.

Rohit Dadwal | Jessica Tam Phan | Moneka Khurana | Shanti Tolani | My NGUYEN | Ankita Gupta | MMA India | MMA Indonesia | MMA Philippines | MMA Vietnam

84% of marketers deploying AI report real business impact.The rest are still presenting time saved and costs down and wa...
28/07/2026

84% of marketers deploying AI report real business impact.

The rest are still presenting time saved and costs down and watching the room go quiet when someone asks what it did for growth.

The ones getting there measured something different. Not what AI produced. What it changed. In revenue, in decisions, in enterprise value.

MMA's AI Leadership Think Tank (ALTT) helps senior marketing leaders make that shift.
👉 mmaglobal.com/apac/join-our-global-programs?utm_source=linkedin&utm_medium=post&utm_campaign=apac
Which one is your team currently optimizing for?

Follow MMA APAC to advance marketers' ability to create value.

Rohit Dadwal | Jessica Tam Phan | Moneka Khurana | Shanti Tolani | My NGUYEN | Ankita Gupta | MMA India | MMA Indonesia | MMA Philippines | MMA Vietnam

Ad Fatigue Epidemic: Entertain-First Formats Over Click-OptimizationTwo-thirds of consumers in Southeast Asia are tuning...
23/07/2026

Ad Fatigue Epidemic: Entertain-First Formats Over Click-Optimization

Two-thirds of consumers in Southeast Asia are tuning out repetitive ads shown on a single channel. In Indonesia and the Philippines, that number hits 69% and 67%. Clutch
The ROI math is breaking.

Spend more on the same formats, get less engagement, lose more of the customer lifetime value you already earned. The problem is not that consumers dislike advertising. It is that AI-driven optimization has become exceptionally good at repeating what worked yesterday — until it stops working entirely.
The systems responsible for improving performance are often the same systems accelerating creative wear-out. Clutch
The fix is not abandoning performance formats. It is layering in entertain-first, participatory, and UGC-driven content that earns attention rather than demanding it.

Read the full piece on Marketing TNT.
👉 https://marketingtnt.org/ad-fatigue-epidemic-entertain-first-formats-over-click-optimization/

Is your team optimizing for clicks or for attention that converts?

Follow MMA APAC to advance marketers' ability to create impact.

21/07/2026

Today is the final deadline for SMARTIES™ Asia Pacific 2026.

The SMARTIES™ awards recognize work that used technology, creativity, and strategy to drive real business outcomes across Purpose Driven Marketing, Impact Marketing, Media & Growth, and Creative & Innovation Impact.

If your work belongs on that stage, submit now.

👉 https://mmaglobal.com/smarties/awards/programs/asia-pacific
Need help with your entry? SMARTIES™ Coach is here.
👉 https://mmaglobal.com/smarties-coach

AI delivered +160% average performance lift across MMA's personalization experiments.Most marketing organizations are no...
21/07/2026

AI delivered +160% average performance lift across MMA's personalization experiments.

Most marketing organizations are not seeing anything close to that.
The gap is not the technology. The gap is the operating model.
The brands that achieved those results did not just adopt a new tool. They changed how decisions get made, how teams are structured around AI outputs, and how performance gets measured.
That is an operating model change. Not a technology change.
MMA's AI Leadership Think Tank (ALTT) — the world's largest working coalition of marketers applying AI responsibly — tracks exactly this pattern. The organizations pulling ahead have answered three questions most teams have not:
Which AI capability do we build first?

Who owns the output?

How do we measure business impact, not just efficiency?
Until those questions have answers, AI is a cost center dressed up as a strategy.
👉 Explore ALTT research and frameworks: https://mmaglobal.com/apac/join-our-global-programs?utm_source=linkedin&utm_medium=post&utm_campaign=apac
Has your organization answered all three questions yet?

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