AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has received more top honors at MMA SMARTIES™, including its APAC and Vietnam editions, including an Industry Award, a Gold, a Silver, and a Bronze.
At MMA SMARTIES™ APAC, the company received the following awards:
- Industry Award: Specialist Agency Partner of the Year
- Gold: Category “Data Insights/Contextual Marketing” for Cetaphil in Vietnam
- Bronze: Category “Gaming, gamification and e-sports” for Rin, Wheel, Surf in India
For MMA SMARTIES™ Vietnam, AnyMind Group received the Silver award in Data Insights/Contextual Marketing for the campaign “From Coat to Context, From Derma to Dermaconic” with Cetaphil.
The MMA SMARTIES Awards celebrate breakthrough achievements in marketing, recognizing campaigns that push boundaries through data, creativity, and technology. For Vietnam alone, this year’s awards received more than 900 submissions.
The Industry Awards cannot be applied for, but result from the cumulative scores of winning and shortlist entries. AnyMind Group’s conferment of the “Specialist Agency Partner of the Year” was due to the company’s technology and solutions, including AnyTag for influencer marketing and POKKT for mobile marketing, being used across various winning and finalist award submissions, on top of the awards the company won.
The recognition at the MMA SMARTIES highlights AnyMind Group’s continuous commitment to driving impact in marketing, helping marketers unlock meaningful engagement through technology and insight-led strategies.
Kosuke Sogo, CEO and co-founder of AnyMind Group, said: “These awards reflect our commitment to empower agencies and marketers across APAC to deliver great results for their clients with our platforms. From real-time contextual targeting to creator intelligence and mobile innovation, our ecosystem is built to help marketers unlock new levels of performance. These wins reinforce our commitment to build a new generation business infrastructure, one that combines data, AI, operability and scalability to help businesses drive greater returns.”
From data-driven contextual approach to sustainable brand impact
With the company’s work with Cetaphil in Vietnam achieving multiple accolades at this year’s SMARTIES™ Awards in both APAC and Vietnam level, the campaign’s recognition underscores how it successfully reshaped consumer engagement during a highly competitive winter skincare season.
Based on the insight that “Gen Z likes layering clothes in winter but no one reminds them to layer for skin,” Cetaphil and AnyMind Group launched the campaign with the concept “3-Layer Moisture Coat”, blending skincare science with fashion and everyday lifestyle. This concept contributed to the campaign’s success and helped Cetaphil win the Juror’s Choice Award of the Year at MMA SMARTIES™ APAC 2025.
The campaign brought the concept to life through AnyMind Group’s influencer marketing platform, AnyTag, by using TikTok as the lead channel. The campaign proved the success of a social-first strategy, revamping and redefining the role of social factors in building brand experiences. By leveraging Gen Z culture and translating it into the “3-Layer Moisture Coat” concept, the campaign introduced a new approach to winter skincare. The campaign leveraged Gen Z’s diverse passions in fashion, travel, and makeup to build a ritual of moisturizing care.
Collaborations with Uniqlo and Traveloka transformed the idea into shareable cultural moments, making beauty relevant in wardrobes, travel, and everyday routines. This created a scalable platform where the brand became part of Gen Z’s lived culture, not just their skincare shelf.
Through AnyTag, Cetaphil identified high-affinity creators and tracked real-time performance to refine paid amplification. This data turned influencer content from mere endorsements into contextual stories powered by insight.
Lan Anh Nguyen, Country Manager, Vietnam, AnyMind Group, shared: “This recognition is a testament to how data and creativity can come together to build emotional, relevant connections with consumers. Through our data-driven approach and influencer marketing ecosystem, we helped Cetaphil find its voice among Gen Z and drive brand growth through purpose and resonance.”
