Notwithstanding the traditional categories of product and services launch and social media for instance, this 2023's event had a twist: Seven new categories were added, all relating to the rise of experiential tech and Web 3.0.

The purpose of these additions — which include Blockchain, NFTs Intelligent Devices and Data Insights — is to reflect the ever-expanding media and marketing landscape that is being shaped and moulded by:
  • innovation
  • access to data, and
  • changing consumer behaviour — especially through technology.

Speaking on behalf of the MMA SA is Luisa Mazinter, SMARTIES jury chair as well as MMA SA chair Emeritus.

Mazinter says, "Each of the winning campaigns brought their A-game to the table and really impressed the judges. Whether they entered into the Purpose Driven category or Impact Media, each showcased the very best in class in their industry and are all worthy winners."

"Furthermore, we are seeing exceptional adoption of new technologies and ways of working. Today, technology has become an integral part of most successful marketing campaigns, and rightly so," Mazinter adds.

Mazinter says, "Digital adoption on the continent is growing exponentially, consumer behaviour is changing alongside it, and the growing impact that emerging technologies like AI and Web 3.0 are having on the delivery of exceptional results is very impressive. All in all, we saw some truly fantastic work this year. We salute those agencies that are taking marketing innovation to a new level."

Mazinter adds that the SMARTIES Awards are the only marketing awards where business impact is weighted highest in the judging criteria, (40% of the score), with the judges' scoring of strategy, execution and creativity weighted as 20% each.

"Since we launched in South Africa 15 years ago, we have focused on awarding excellence in business impact as this is what sets one great campaign apart from another. We ensure that every piece of work judged must show a clear ROI or ROAS (return on ad spend). What this means is that we look for what moved the business’s financial needle, and / or made a tangible and sustainable impact on the organisation," says Sarah Utermark, MMA SA's country director.

Among the winners, over 25 Gold SMARTIES were awarded on the night, while the stand-out campaign of the year, the SMARTIES Best in Show — went to the Nando's 'Bright Side's' campaign.

According to the awards, the campaign tapped into consumers' load-shedding pressures with a cross-functional focus on creating an exceptional customer experience at the heart of the campaign.

The Shoprite Group of Companies / ShopriteX received a standing ovation for being named The Brand of the Year.

"Authenticity, purpose and community have never been more important than now. The Shoprite Group's initiatives around increasing and rewarding customer loyalty through their Xtra Savings programme have resonated with consumers across the country. Shoprite Group continues to be at the forefront of creating positive customer experience through the use of highly innovative tech," says Utermark.

All entries — Bronze, Silver and Gold — will now be submitted to the international BII (Business Impact Index), which ranks these winning campaigns against their international peers. The results of the BII will be released in Q2 of 2024.

"2023 has been another highly successful year, and we are thrilled at the level of talent and innovation that we are seeing in the industry. We commend all winners and wish them well as they head through to the next round of the BII. We also thank all our sponsors and partners, their involvement and impact is highly appreciated," concludes Utermark.

All the winners can be found here. 

For more information, visit www.mmaglobal.com. You can also follow the MMA SA SMARTIES on Facebook, Twitter or on Instagram.