MMA Smarties Awards Announces 2025 Winners

This year's edition marked a proud chapter in the SMARTIES journey. As one of the few marketing awards programmes in South Africa recognised by both WARC and RECMA, SMARTIES SA now holds a renowned position on the global stage. This dual accreditation means that each win doesn't just make waves locally — it contributes to international rankings and affirms South Africa's relevance in global marketing excellence, says the awards. 

At the heart of the evening was a message: Marketing that matters is marketing that moves the needle. From captivating brand stories to deep consumer insight and bold use of technology, this year's winners demonstrated the full potential of modern marketing, says SMARTIES. 

This year's categories placed greater emphasis on the creative use of AI and Data in marketing campaigns. The winners stood out not only for their strategic ingenuity but also for how effectively they harnessed technology to deliver meaningful, results-driven brand experiences, adds the awards. 

"SMARTIES South Africa entries this year were a masterclass in blending creativity, innovation and technology. Judging was incredibly difficult — every case brought bold thinking and real impact. MMA South Africa is home to one of the most passionate, fearless marketing communities in the world," says Melis Ertem, MMA MEA CEO.

According to the awards, top honours were awarded to those who led with vision and executed with precision:

• Brand of the Year: TFG — The Foschini Retail Group
• Agency of the Year: VML
• Best in Show: Pick n Pay asap! Find the Bunny! Get the Money!

The full list of winners can be viewed here.

Each of these campaigns stood out for their blend of strategic thinking, cultural resonance and business impact — reflecting the dynamism and creativity of South African consumers and the marketers who connect with them, adds SMARTIES.

SMARTIES says the 2025 judging panel brought together top talent from across the continent — senior marketers and digital leaders from TikTok, Standard Bank, MTN, Nestlé, Absa, Takealot and Unilever. The jury was led by the 2025 jury chairs, Luisa Mazinter, Chief Growth Officer at Mesh.trade and MMA SA Chair Emeritus, Khensani Nobanda (CM(SA)), Group Executive of Marketing and Corporate Affairs. 

"The calibre of entries this year was nothing short of exceptional. What stood out across the board was how brands are embracing data and technology not just as enablers, but as core storytelling tools. We saw campaigns that moved beyond surface-level creativity — they were smart, purposeful and designed for real-world impact. Judging the SMARTIES reaffirmed just how bold and world-class South African marketing has become," says Carl Jordan, Head of Sales of TikTok for Sub-Saharan Africa. 

The SMARTIES South Africa concludes that its sponsors, TikTok and Takealot and the MMA South Africa strategic partners Standard Bank and MTN ADS's support is instrumental in bringing SMARTIES to life — and in spotlighting the work that's shaping the future of marketing. 

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*Image courtesy of contributor