The SMARTIES Awards, hosted by MMA Global and locally by MMA South Africa, recognise marketing campaigns that drive real business results through innovation and effectiveness. This year's awards were especially notable, having been formally recognised by both WARC (World Advertising Research Centre) Rankings and RECMA (Research Company Evaluating the Media Agency Industry) — making a win more prestigious and more competitive, says VML.
Reflecting the evolution of modern marketing, the 2025 SMARTIES placed stronger emphasis on creative uses of AI and data, rewarding campaigns that blended emotional intelligence with technological fluency, adds the agency.
Keeping It Simple, Making It Exceptional
For Fran Luckin, Chief Creative Officer at VML South Africa, the recognition is about more than metal.
"We're incredibly proud of our teams — not just for the wins, but for the kind of work they're creating," says Luckin. "At VML, we don't believe in overcomplicating things. We believe in simple, clear ideas — but we do obsess about how we bring them to life. We put real care into the craft because that's what makes a piece of work not just clever, but memorable. We want to make work that surprises people, and most importantly, makes them feel something."
Luckin also notes the importance of strong client-agency partnerships in bringing bold ideas to life.
"We're grateful to work with brave, collaborative clients who trust us enough to be a little audacious. These wins are a testament to what's possible when that kind of partnership exists," concludes Luckin.
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*Image courtesy of contributor