HO CHI MINH CITY, Vietnam, Sept. 21, 2026 /PRNewswire/ -- SMARTIES™ Vietnam has officially announced its 2026 Shortlist, recognizing 187 entries that have distinguished themselves through this year's rigorous judging process and moved one step closer to the coveted SMARTIES™ trophies. This year's award brings together 150 senior marketing leaders and industry experts across judging panels, reinforcing the scale and professional rigor behind SMARTIES™ Vietnam 2026.

187 Entries Making Their Mark in 2026

The SMARTIES™ Vietnam 2026 Shortlist, presented by the Marketing + Media Alliance (MMA), brings together 187 entries spanning a wide range of industries, each offering a distinct response to the increasingly complex challenges facing marketers today. Across creativity, data, technology and consumer engagement, the shortlisted work captures how marketing is being applied to create tangible impact for businesses.

This year's Shortlist features a strong showing from leading brands including Abbott, BYD, Coca-Cola, FPT Play, Google, Grab, Heineken, L'Oréal, MSD, Nestlé, Nutifood, Samsung, Suntory PepsiCo, Unilever and Vietnam Airlines, among many others. It also reflects the work of leading media and creative agencies including Dentsu Creative, Hakuhodo, LEO, MullenLowe Mishra, Omnicom Media, PMAX, Purpose.Ant, TMRW, WPP Media and Zenith.

Reflecting on the progress seen across this year's entries, Rohit Dadwal, CEO of MMA APAC and Global Head of SMARTIES Worldwide, shared:

"Vietnam continues to distinguish itself within the global SMARTIES™ community through its ability to combine technology and data with a deep understanding of local culture and consumers. This year's shortlisted work demonstrates how marketers are translating that combination into creative solutions that address real business challenges and deliver measurable impact."

4 Channels – 25 Categories: A Broader View of Modern Marketing

The range of work represented across this year's 187 shortlisted entries extends across 4 channels and 25 categories. From customer experience, technology and data to emerging platforms and new approaches to engagement, the awards offer a broader view of how marketing is adapting to a changing marketplace and rising consumer expectations.

Beyond the 25 award categories, SMARTIES™ Vietnam 2026 will also recognize excellence through 15 Industry Awards, extending recognition across campaigns, brands, agencies, technology enablers, publishers and other players that have made a notable mark on this year's awards.

The broader scope of SMARTIES™ also reflects the expanding role of marketing and the many ways it creates value for brands, businesses and the wider market, capturing a more complete picture of marketing excellence today.

13 Years of Celebrating Excellence and Shaping the Standards of Marketing in Vietnam

Over 13 years in Vietnam, SMARTIES™ has established itself as one of the country's leading international marketing awards, while growing alongside an industry undergoing profound transformation. Across each season, SMARTIES™ has witnessed the boundaries between creativity, media, data and commerce become increasingly interconnected, reshaping what marketing excellence means today.

Excellence is no longer defined by the ability to capture attention alone, but by the ability to turn ideas into solutions that contribute to sustainable business growth. This principle has remained at the heart of SMARTIES™ for more than a decade.

The credibility of the 2026 awards is further reinforced by 150 industry leaders and experts across the judging panels, comprising 100 Qualifying Jury members and 50 Grand Jury members. Their breadth of expertise and experience brings depth and perspective to the judging process, while ensuring that every campaign is assessed against the standards SMARTIES™ has upheld throughout its journey in Vietnam.

Each campaign is evaluated across strategy, creativity, execution and business impact, providing a comprehensive view of both the quality of the work and the impact it delivers.

Ms. Phan Bich Tam, Managing Director Vietnam and Cambodia & Board Member Vietnam, MMA Global - APAC, emphasized:

"For 13 years, SMARTIES™ Vietnam has celebrated marketing that turns creativity into measurable business value. This year's Shortlist reflects the growing ambition and strategic maturity of Vietnam's marketing community. It also shows how brands and agencies are applying innovation with greater discipline to address real business challenges. Congratulations to every team recognized."

SMARTIES™ Awards Gala

On October 29, SMARTIES™ Vietnam 2026 Gala Night will reveal and celebrate the outstanding campaigns, brands and agencies of this year's competition.

More than the moment when the SMARTIES™ trophies find their winners, Gala Night brings the marketing community together to celebrate the campaigns and teams that have transformed consumer understanding, strategic thinking and creativity into meaningful value for brands and businesses.

View the complete list of SMARTIES Vietnam 2026 Finalists

The industry will gather to celebrate the winners at the SMARTIES™ Vietnam 2026 Awards Gala on October 29, 2026, at GEM Center, Ho Chi Minh City.

Reserve your attendance at the Gala Night.

PR Newswire is the Official Press Release Distribution Partner of SMARTIES™ Vietnam 2026.

About the Marketing + Media Alliance (MMA)

The Marketing + Media Alliance is the global non-profit community of CMOs advancing marketers' ability to create value, with 825+ members across 16 countries. mmaglobal.com

About SMARTIES™

SMARTIES™ is the prestigious marketing awards program hosted by MMA, recognizing excellence in marketing effectiveness and innovation. The SMARTIES Awards celebrate campaigns that push creative boundaries while delivering measurable business impact. With programs spanning local, regional, and global markets, SMARTIES has become the industry's most respected benchmark for marketing that drives real growth.

Media Contact:
Ms. Ngoc Vu
Email: ngoc.vu@mmaglobal.com

MMA Vietnam
mmavn@mmaglobal.com