The NEXT!LETTER October 2024: Data Black Holes,?SMARTIES? NEXT!, and the Power of Personalisation

Welcome to the latest edition of?NEXT!LETTER, where we bring you the?insider insights?and?industry news?that you need to?bring your brand to the next level.

This month, we announce updates on all things SMARTIES?, dive into data black holes, dig deep into the latest Roland Berger research, and discover the channels in which personalisation drives the most purchases.

SMARTIES? Awards Final Jury Day | October?24

Yesterday marked the SMARTIES? Awards Final Jury Day! Our esteemed jury wrapped up their evaluations of this year’s most impactful campaigns and will release the finalists shortlist in the coming days.

In the meantime, we want to thank all our jury members and everyone who submitted their outstanding work for the 2024 SMARTIES? season. This is the moment when the best campaigns are celebrated, setting new benchmarks for success and highlighting the emerging trends and strategies that shape the future of marketing.?

Mark Your Calendars for the SMARTIES? NEXT! Conference

Join us for the inaugural MMA SMARTIES??NEXT! Conference where Europe’s top CMOs and marketing leaders will gather to dive into the trending emerging technologies.?With featured speakers from Heineken, Unilever, and Deutsche Telekom, among other leading brands, this event isn't one to miss. Request your invitation now before registration closes.

Save The Date for the MMA SMARTIES? Awards Gala

Mark your calendars and open your closets! Berlin will once again host the MMA SMARTIES? Awards Gala. Join us for a day of dynamic conversations at the MMA SMARTIES? NEXT! Conference, then strap on your dancing shoes as we congratulate the brands and campaigns that made advertising magic this year.?

Is Retail Media Really Living Up To Expectations?

As online commerce booms, so does retailers' stash of first-party data. Brands are willing to splash the cash for access to this goldmine, with retail media ad spending set to reach $166 billion by 2025—but are they truly reaping all the reported benefits? Recent Analytic Partners Partners research suggests many are not. Download the full report for insights on how to avoid data overload, maintain strategic focus, and prevent average returns on this profitable channel.

The Power of Personalisation: Why Younger Consumers Are Paying Attention

Personalised advertising outperforms traditional ads in attention, appeal, and credibility—especially among younger consumers. 群邑 ’s latest Consumer Evolution Detector—a quarterly study into the changing behaviours of German consumers—reveals how interest-based ads, product recommendations, and local store insights are driving customers to reach for their wallets. Request the full report for detailed statistics on how personalisation impacts different demographics and purchasing behaviour across channels.

Roland Berger Releases 2024 Innovation Indicator

罗兰贝格 's latest "Innovation Indicator" report reveals key insights into Germany's innovation landscape, where it has now ranked 12th globally, trailing behind smaller, specialised nations like Switzerland and Denmark. Despite strong showings in key technologies and sustainability, this shift underscores the need for Germany to recalibrate its approach, increase R&D investment, and strengthen the bridge between academic research and commercial application. Download the full report now to gain actionable insights that will help you stay competitive and drive future growth in an increasingly fast-paced market.

About the MMA:

MMA Global's German Local Council MMA Germany is a pioneering knowledge hub that empowers marketers to understand global tech trends and shape the future of marketing.

Comprised of over 800 member companies globally and 15 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, martech and media companies working collaboratively to architect the future of marketing while relentlessly delivering growth today. Led by CMOs, the MMA helps marketers lead the imperative for marketing change – in ways that enable future breakthroughs while optimizing current activities. The MMA is committed to science and questioning and believes that creating marketing impact is steeped in constructively challenging the status quo, encouraging business leaders to aggressively adopt proven, peer-driven and scientific best practices without compromise. The MMA invests millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success while also propelling business growth.