The awards say that among a field of 87 entries, Pep emerged victorious, securing The Brand of the Year Award.

Yonder claimed the title of Agency of the Year. According to the awards, Yonder impressed with its marketing prowess and impactful campaigns that yielded remarkable business results. 

They were judged by a panel of senior marketers led by Luisa Mazinter, the jury chair, alongside international luminaries:

  • Charl Bassil
  • Suhayl Limbada, and
  • Ben Schoderer.

Sarah Utermark, country director of the MMA SA, says, "These two recipients demonstrated exceptional prowess in Purpose Driven Marketing, Marketing Impact and Experience Technology. While their creative executions were stellar, it's their tangible business outcomes that truly set them apart."

With a focus on business outcomes, the MMA SA SMARTIES Awards emphasise results over creativity, strategy and execution. In 2024, Carspa's Triggermessage 'AI Loyalty' campaign and Clifford Regenbaum by Flow Communications clinched the Best in Show Award, amassing three Gold Awards across three categories.

Commenting on the winners, judges have praised the ingenuity and heart behind the campaigns, emphasising how they showcased how groundbreaking ideas can emanate from any corner of the industry. The diversity of categories — spanning from Marketing Impact to Purpose Driven Marketing and Experience Technology — underscored the evolving landscape of marketing innovation.

Celebrating its 11th year, the SMARTIES Awards says that it has evolved to embrace the latest trends in marketing, shifting its focus from mobile innovation to cutting-edge technologies like:

  • AI
  • CX, and
  • purpose-driven marketing.

Utermark says, "This year's submissions showcased the industry's relentless pursuit of leveraging the latest marketing technologies to drive tangible business results. We applaud the creativity, innovation and dedication demonstrated by all participants."

The awards conclude that as the industry continues to push the boundaries of marketing innovation, SMARTIES serve as a beacon of excellence, recognising those who dare to innovate and excel in an ever-evolving landscape.

The winners can be viewed here. 

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*Image courtesy of contributor