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The Lovely Mobile Report and Rankings is a look back and celebration of Mobile Marketing done in 2017.

It is a result of a year-long research done by us, analyzing the performance of various projects, agencies and brands in the major, global awards programs.

The awards programs covered by our team for this report includes the likes of: The Cannes Lions; MMA Smarties; The Drum MOMAs; D&AD; The FAB Awards; The Lovely Mobile Awards; etc.

Here are the key highlight from the report:

The Loveliest Project:

PHD China’s ‘Yasmin’s Sex-Ed Revolution’ for Bayer was the most awarded project in 2017. It performed particularly well at the MMA Smarties, winning the Grand Prix, 4 Golds and a Silver in the global version of the awards; as well as the Grand Prix, a Gold and 3 Silvers in the regional categories. PHD also became China’s only submitting media agency to win a Lion at Cannes 2017.

The Lovely Agency/ Media House of The Year:

Just like the previous year, Mindshare was comfortably the most awarded agency / media house of 2017. They accumulated over triple the points of the second placed agency, AdColony.

The Lovely Brand/ Marketer of the Year:

Continuing another trend from last year, Unilever was again the most awarded brand / marketer in 2017. Much like Mindshare in the agency rankings, they maintained a big lead over its competitors, gaining well over double the points of second place PepsiCo.

The FMCG giant was recognised all over the world and benefitted greatly from partnerships with the likes of Mindshare, AdColony, Liquorice and F.biz.

The Most Awarded Country:

The UK was the most awarded country in 2017, accounting for 17.25 percent of total points, ahead of the US’ 10.79 percent.

The United Kingdom benefited from the success of projects such as MOBGEN’s ‘Shell App for Connected Car’ and R/GA London’s ‘The Adventures of Little Brush Big Brush’, which featured in the top 10 most awarded projects of 2017.

Lovely Mobile Leaders:

The Lovely Mobile Awards:

The 2nd Annual Lovely Mobile Awards were also released along with the Report & Rankings. The awards program honour work done over the last year in the Mobile Marketing, Internet of Things, Digital, New Technology and Connected Devices fields.

Here are the various winners:

The Lovely Application Award: Instagram

The Social Loveliness Award: PHD China & Bayer – Yasmin’s Sex-Ed Revolution


The Lovely Innovation Award: Shell App for Connected Car

The Loveliest Idea Award: BETC São Paulo – Woman Interrupted App

The Lovely M-Commerce Award: IKEA Place App

The Lovely use of Technology Award: Dentsu Y&R & Recruit Lifestyle – The Family Way

The Lovely Use of Programmatic Award: Mindshare Dubai & Egyptian Tourism Authority – Owning All Travel Related Moments


The Lovely Use of Location Award: InMobi, Starcom & Leo Burnett – Samsung Galaxy S7/S7 Edge


The Lovely Use of Data Personalisation Award: Fetch for The Telegraph

The Lovely Use of Targeting Award: Out There Media, Mindshare Vietnam & P/S Anti Cavity – Helping Vietnamese Rural Change Brushing Habit to Prevent Cavity

The Lovely Use of 360° Content Award: InMobi, Starcom & Samsung – X Games Unframed

The full report can be downloaded from here.

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