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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

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