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    Pep, Yonder and Flow Communications take top spots at MMA SA Smarties Awards

    The MMA SA Smarties Awards' Brand of the Year is Pep with Agency of the Year going to Yonder, and Flow Communications and Clifford Regenbaum (CarSpa owner) clinching the prestigious Best in Show Award, amassing three Gold awards across three distinct categories.
    Image supplied. Yonder claimed the coveted title of Agency of the Year at the MMA Sa Smarties Awards last night
    Image supplied. Yonder claimed the coveted title of Agency of the Year at the MMA Sa Smarties Awards last night

    The Smarties Awards' winners were announced last night, 11 April at an event in Johannesburg, hosted by the MMA SA and sponsored by MTN, MultiChoice, Standard Bank, and the Takealot Group Advertising.

    The MMA SA Smarties Awards emphasise results over creativity, strategy, and execution, with a focus on business outcomes.

    The awards 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.

    Commenting on the winners, the jury praised the ingenuity and heart behind the campaigns, emphasising how they showcased how groundbreaking ideas can emanate from any corner of the industry.

    Tangible results sets winning brands apart

    Pep, chosen from a field of 87 entries and Yonder impressed the jury with their marketing prowess and impactful campaigns that yielded remarkable business results.

    “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,” says Sarah Utermark, country director of the MMA SA.

    She also reflected on the exceptional calibre of entries.

    “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 evolving landscape of marketing innovation

    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 have 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.

    See all the winners here.

    Experience Technology
    Real Time Marketing
    GoldFlow Communications and Clifford Regenbaum (CarSpa owner)CarSpa TriggerMessage AI Loyalty Campaign
    BronzeVicinity Media and KFCKFC HACK THE STREETS WITH VICINITY'S INTERACTIVE MAP (BURGER FINDER EDITION)
    BronzeMachine_ and Prime Video South AfricaThe Classified Drop
    Blockchain & NFT ( Non Fungible Token )
    SilverGrey Advertising Africa and Savanna Premium Dry CiderDry Goods
    SilverYONDER / VML and Vodacom WorldVodacom World of Collectibles
    BronzeYONDER and Fanta (Coca-Cola)What the Fanta 2.0 – The Fabulous Flavour NFT Hunt
    Experimental, Innovative Technology and Devices
    GoldYONDER / VML and Vodacom WorldVodacom World of Collectibles
    SilverYonder Media and Checkers Sixty60Checkers Sixty60 RUGBY WORLD CUP SCRATCH & WIN COMPETITION
    SilverSimunye Media and LUXLUX Botanicals: LUX's Geodesic Dome Revolution at Hey Neighbour Festival
    BronzeHearts & Science FZ LLC and KFC PTY LtdKFC Uncle Waffles Burger
    Artificial Intelligence
    GoldSilverstoneCIS and SPARSPAR Shopper Panel, Consumer Choice Index and Brand Power Score
    BronzeMoonsport and MTN1 Team, 60 Million Voices
    Contextual Targeting
    GoldFlow Communications and Clifford Regenbaum (CarSpa owner)CarSpa TriggerMessage AI Loyalty Campaign
    BronzeVicinity Media and KFCKFC HACK THE STREETS WITH VICINITY'S INTERACTIVE MAP (BURGER FINDER EDITION)
    BronzeDigitas Liquorice and SantamSantam Most Loved Local
    Spatial Technology, Metaverse & AR/VR
    GoldYONDER / VML and Vodacom WorldVodacom World of Collectibles
    SilverYONDER and Fanta (Coca-Cola)What the Fanta 2.0 – The Fabulous Flavour NFT Hunt
    SilverYONDER / GREY ADVERTISING AFRICA / SONNIX STUDIOS and Anglo American in partnership with Sasol and BMW South AfricaPlatAfrica Metaverse Experience by Anglo American
    Programmatic
    GoldRookdigital and FORDA NEW APPROACH TO LEAD GENERATION
    SilverDentsu and DentsuNightVision AdTech
    BronzeMassmart and Massmart - Makro & BuildersMassmart Programmatic
    Digital Out-of-Home (DOOH)
    SilverHivestack and RE/MAXRE/MAX SA - The World & Industry's First Programmatic 3D Anamorphic Video Campaign on DOOH
    BronzeThe Digital Plug (PTY) Ltd and The Digital Plug x SpotifySpotify Wrapped — Kenya
    Impact Media
    Cross Platform Digital Only
    GoldGrey Advertising Africa and Savanna Premium Dry CiderDry Goods
    BronzeiProspect South Africa and Grid WorldWide and DStv StreamFrom R19.95 With Love
    BronzeHellosquare and TinkiesTinkies Made With You
    Social Messaging / Chat Apps / Text Messaging
    GoldFlow Communications and Clifford Regenbaum (CarSpa owner)CarSpa TriggerMessage AI Loyalty Campaign
    GoldYonder Media and Checkers Sixty60Checkers Sixty60 RUGBY WORLD CUP SCRATCH & WIN COMPETITION
    SilverHelm and CapitecSlam the Scam (MoneyUp Chat by Capitec)
    Omnichannel Integration
    GoldMindshare South Africa and KFCKFC Chicken for Breakfast
    BronzeFreshive Digital and Tiger Brands Fatti's & Moni'sOmnichannel Fatti's & Moni's Always Eat'alian
    BronzeUnilever and Shield, UnileverShield and Banyana Are Not Done Yet
    Social Media Marketing
    GoldPEP and PEP#PEPFinds
    BronzeHellosquare and TinkiesTinkies Made With You
    Creator / Influencer Marketing
    GoldVML South Africa and Nestlé KitKatHow Do You Eat a KitKat?
    SilverShoprite Group and Checkers South AfricaCheckers brings you: PRIME Hydration
    SilverVMLY&R and Nando's South AfricaNando's X Voice of the Creator: What Saucery, Hot Plots, Oversharing & Pull the stick out
    Creator Economy
    GoldPEP and PEP#PEPFinds
    SilverVMLY&R and Nando's South AfricaNando's X Voice of the Creator: What Saucery, Hot Plots, Oversharing & Pull the stick out
    BronzeHellosquare and TinkiesTinkies Made With You
    Gaming, Gamification & E-Sports
    BronzeOliver Marketing (Ustudio) and LifebuoyH FOR HANDWASHING: Reimagine Hygiene through the Power of Play
    Purpose Driven Marketing
    Social Impact Marketing
    GoldiProspect - Dentsu and ABInBev – Castle LagerTurning Waste into Nourishment - Brewing hope, unity, and sustenance for a nation in need
    SilverPEP and PEPPEP Changing Stations
    SilverTriple Eight and Cadbury Dairy MilkCadbury Narrates the Next Chapter in Literacy Education
    Multilingual Marketing Efficiency Award
    GoldTriple Eight and Cadbury Dairy MilkCadbury Narrates the Next Chapter in Literacy Education
    Brand Purpose / Activism
    GoldShoprite Group and Shoprite South AfricaShoprite: Homegrown — More than a jar of Atchar
    GoldiProspect - Dentsu and ABInBev – Castle LagerTurning Waste into Nourishment - Brewing hope, unity, and sustenance for a nation in need
    SilverPEP and PEPPEP Changing Stations
    BronzeYonder Media and ColgateColgate Bright Smiles Bright Future
    Diversity & Inclusion
    GoldPEP and PEPPEP mini Netball
    Marketing Impact
    Data Insights Marketing
    Gold8909 and 8909The Monitisation Project
    SilverDentsu and DentsuNightVision AdTech
    BronzeHearts & Science FZ LLC and KFC PTY LtdKFC Uncle Waffles Burger
    Promotional Instant Impact
    GoldYonder Media and Checkers Sixty60Checkers Sixty60 RUGBY WORLD CUP SCRATCH & WIN COMPETITION
    SilveriProspect - Dentsu and ABInBev – Castle LagerTurning Waste into Nourishment - Brewing hope, unity, and sustenance for a nation in need
    SilverMindshare South Africa and KFCKFC Kentucky Town Pretoria
    BronzeRainmaker Media and Rainmaker Media / SAB / Castle LiteCastle Lite Tips for Taps
    Product / Service Launch
    GoldShoprite Group and Shoprite South AfricaShoprite: Homegrown - More than a jar of Atchar
    SilverMindshare South Africa and KFCKFC Chicken for Breakfast
    SilverShopriteX and Xtra Savings PlusUnlimited Xtra Savings with SA's 1st grocery monthly subscription!
    BronzeShoprite Group and Checkers South AfricaCheckers brings you: PRIME Hydration
    BronzeHellosquare and TinkiesTinkies Made With You
    Brand Experience
    GoldShopriteX, Shoprite Group of Companies and Checkers Sixty60Bring it Home
    SilverFreshive Digital and Tiger Brands Fattis & MonisBrand Experience F&M Always Eat'alian
    BronzeTriple Eight and Cadbury Dairy MilkCadbury Narrates the Next Chapter in Literacy Education
    Community Building
    GoldPEP and PEPPEP mini Netball
    SilverPEP and PEPPEP Changing Stations
    Small Budget / Big Impact
    GoldPEP and PEP#PEPFinds
    SilverPoint Iconic and Ultra LiquorsBlack Friday Like Never Before
    SilverFlow Communications and Clifford Regenbaum (CarSpa owner)CarSpa TriggerMessage AI Loyalty Campaign
    Lead Generation
    GoldPoint Iconic and Ultra LiquorsBlack Friday Like Never Before
    SilverGrid Worldwide and DStv StreamFrom R19.95 With Love
    SilverYONDER and AbsaAbsa Card Quest
    BronzeHelm and DStvDStv Intelligent Sales Assistant
    Customer Journey Marketing
    GoldPoint Iconic and Ultra LiquorsBlack Friday Like Never Before
    BronzeHelm and CapitecMoneyUp Chat by Capitec
    Co-branded Marketing
    SilverVMLY&R Johannesburg and VodacomVodacom Hearing Challenge
    BronzeUnilever and Unilever/Robertsons/Knorr/Aromat/RainmakerUnilever lights up the braai in partnership with Rainmaker
    Creative
    Personalisation
    GoldShopriteX and Checkers Xtra SavingsCheckers Hyper Personalisation Engine
    BronzeFlow Communications and Clifford Regenbaum (CarSpa owner)CarSpa TriggerMessage AI Loyalty Campaign
    BronzeHelm and DStvDStv Intelligent Sales Assistant
    Short or Long Form Video
    Gold8909 and 8909The Monitisation Project
    GoldHellosquare and Reboost EnergyWake Up Call
    SilverMultichoice Group and Mzansi MagicI Blew It' skits
    SilverMultichoice Group and kykNETKassieKuiers met Renaldo Schwarp
    E-commerce marketing
    Social / Influencer Commerce
    SilverVMLY&R and Nando's South AfricaNando's X Voice of the Creator: What Saucery, Hot Plots, Oversharing & Pull the stick out
    BronzeMindshare South Africa and KFCKFC Chicken for Breakfast
    Integrated Ecommerce Innovation
    GoldShopriteX and Checkers Xtra Savings + Sixty60Checkers Xtra Savings Integration with Sixty60
    SilverFuturetech Media and Futuretech / Dentsu / CoronaCorona Sunsets World Tour
    BronzeiProspect - Dentsu and ABInBev – Castle LiteTurning Workers Day into a day of appreciation
    Industry Awards
    Brand of the year
    PEP.
    Agency of the year
    YONDER.
    Best in Show
    Flow Communications and Clifford Regenbaum (CarSpa owner)CarSpa TriggerMessage AI Loyalty Campaign

    Let's do Biz