The 2025 programme sees a significant surge in participation, with more than double the number of entries received than in 2024. The awards also welcomes new entrant organisations, aiming to highlight the growing recognition of SMARTIES SSA as a benchmark for excellence in modern marketing, says the awards.

To uphold the highest standards, the 2025 jury is comprised a credible, marketer-only CMO judging panel, featuring senior leaders who oversee marketing across the SSA region. The judging panel is chaired by Luisa Mazinter, Chief Growth Officer, of Mesh.trade and Emeritus, Chair of MMA, who lead a rigorous evaluation process focused on creativity, innovation, measurable impact and marketing effectiveness, adds the awards.

"The growth we've seen in both the number and calibre of entries this year is truly impressive," says Mazinter. "The work was courageous, data-informed and firmly rooted in real human insight. Brands and agencies across Sub-Saharan Africa are no longer just keeping up — they're setting new global standards for marketing effectiveness."

Top Honours for Ogilvy South Africa and YUM!

A standout of the evening was Ogilvy South Africa and their client YUM!, who won the top industry accolades:

  • Agency of the Year — Ogilvy South Africa.
  • Best in Show — 'KFC Block Booked" (Ogilvy South Africa for YUM!).
  • Brand of the Year — YUM!.

Their winning campaign, 'KFC Block Booked,' impresses judges with its integration of creativity, technology and insight, aiming to deliver outstanding business results while resonating deeply with consumers, says the awards.

"Ogilvy South Africa and YUM! truly embody what SMARTIES is all about — powerful work that inspires people and drives real business results," says Mpho Dlamini, Programme Directot of MMA SSA SMARTIES. "The calibre of their performance this year establishes a new standard for the region."

A Pan-African Showcase of Innovation

Judges highlight the strong representation and world-class work from markets including Nigeria, Seychelles, Namibia and Mozambique, aiming to reflect the depth of talent and innovation emerging from across the continent, says the awards.

"The campaigns we saw from these markets show agencies and brands fearlessly experimenting with new formats, channels and data to solve real business challenges," says Mazinter.

The calibre of entries is reflected in the winners' list for 2025. Among 135 entries, Pep emerge victorious, securing two Gold awards in the category Purpose Driven Marketing for the Pep 'Dry and Detect Towels' campaign, while Ogilvy South Africa and YUM! take top honours in the category AI IN MARKETING — Innovative Use of AI in Advertising for the KFC 'A.I.nything for the Taste' campaign, concludes the awards.

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*Image courtesy of contributor