MMA Smarties MENA 2025 winners announced
More than 100 trophies were awarded across 30 categories, with a strong showing from Publicis Groupe agencies, which included Publicis ME, Leo Burnett ME, and Saatchi & Saatchi ME. Standout campaigns included Pay With Your Trend for YUM! Brands and See What They See for Landmark Group.
Pay With Your Trend by YUM! Brands and Publicis ME (UAE) was the most awarded campaign of the night, taking home four Gold trophies across the categories of Instant Impact / Promotion, Social Media Marketing, Creator / Influencer / Celebrity Marketing, and O2O / New Retail / Innovative & New Tech Sales Channels. The campaign was also named Best in Show.
See What They See by Landmark Group and Publicis ME secured two Golds in Brand Experience and Brand Purpose / Activism. Sound Affects by Sixieme Son and Saatchi & Saatchi ME also picked up Gold in Brand Purpose / Activism, and additionally received recognition across Silver and Bronze levels. Leo Burnett ME's DOSY – Fear campaign won Gold in Short or Long Form Video and Silver in Brand Purpose.
Other Gold-winning campaigns included Anghami's in-house effort Let the Song Play in Audio / Voice / Sonic Branding, and Live Loud by Coca-Cola Middle East and creative agency Grey UAE in Creative Effectiveness. Kitopi/Right Bite and Socialeyez UAE earned Gold for Burgerverse in Social Media Marketing, while Socialeyez was also awarded for Nando's PERi-PERi – 3in1 in Creator / Influencer / Celebrity Marketing.
Wavemaker MENA took Gold for Beko's Fearless in Real-Time Contextual Marketing, and OSN's Hot Ones, created with Hearts & Science UAE, won in Lead Generation / Conversions / Direct Response. Generation Future by Savola Group and OMD KSA won Gold in Cause / Charity / Non-profit Marketing.
In addition to campaign awards, the evening also recognised industry leaders and platforms driving marketing transformation. Landmark Group and Unilever were both named Advertiser of the Year, while Pizza Hut was awarded Brand of the Year. Creative Agency of the Year went to Publicis Groupe – Leo Burnett Middle East, and Media Agency of the Year was awarded to Publicis Groupe – Publicis Middle East.
The technology and innovation categories saw Smartifai named AI Marketing Enabler of the Year, Mindshare awarded AI Integrated Media Agency of the Year, and Blis and InMobi receiving accolades as AdTech Platform of the Year and AdTech Provider of the Year, respectively. Marketing Platform of the Year was awarded to ArabyAds.
Commenting on this year's awards, Melis Ertem, CEO of MMA MEA, said: 'SMARTIES MENA 2025 has showcased not just innovation, but true effectiveness. The campaigns honoured tonight didn't just make headlines, they moved the needle. The work reflects a region that's setting global standards in marketing.'
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Zawya
05-08-2025
- Zawya
As Family Firms fuel 60% of GCC GDP, Pearl Initiative and Landmark Group spotlight the role of corporate governance in sustaining growth
Nisha Jagtiani, Group Director and Board Member at Landmark Group, shared the company's journey in building strong governance to support growth and generational transition across 2,500+ stores. With family businesses contributing 60% of GCC GDP, the session highlighted practical strategies for resilience, succession, and legacy. The Pearl Initiative's inaugural webinar explored how aligning family values with structured governance enables long-term success. Sharjah, UAE – Pearl Initiative, a leading non-profit organisation dedicated to advancing corporate governance in the Gulf region, successfully launched a new fire-side series, titled 'From Vision to Practice: Governance Talks with Family Business Pioneers', with the first edition featuring Nisha Jagtiani, Group Director and Board Member of the Landmark Group. In a compelling and candid conversation, Nisha reflected on the governance journey of one of the Middle East's most prominent family-owned enterprises, offering actionable insights for family firms navigating the complexities of growth and continuity. Family businesses form the backbone of the Gulf Cooperation Council (GCC) economy, contributing approximately 60% of GDP and employing over 80% of the workforce. With 90% of the private sector in the UAE and Saudi Arabia comprising family-owned businesses, robust governance frameworks are vital to sustaining their economic impact. Nisha Jagtianishared how the company has institutionalised governance to ensure resilience across its 2,500 stores in the Middle East, North Africa, India, and Southeast Asia. During the session, Nisha emphasised the importance of aligning family values with professional governance structures. 'Governance isn't just about rules; it's about creating a shared vision that sustains the business and the family legacy,' she said. She highlighted how the Landmark Group, a retail powerhouse in the $808.51 billion MENA retail market, has implemented clear board structures, transparent decision-making processes, and ethical standards to balance growth with long-term stability. Key outcomes included practical strategies for managing family dynamics, such as establishing independent boards and succession planning, which have helped Landmark Group navigate challenges whilst maintaining its competitive edge. The discussion also underscored the role of governance in fostering innovation and adaptability. Nisha explained how the Landmark Group's commitment to robust governance practices has strengthened stakeholder trust, enabling the company to thrive in a retail sector projected to grow to $855.97 billion in 2025. She cited the Group's omnichannel strategy as a testament to how governance supports agility, allowing the business to meet evolving consumer demands in a digitally driven market. Ralph Choueiri, Executive Director of the Pearl Initiative, stated 'This series was created to bring real, lived experience to the forefront. There's enormous value in hearing directly from leaders who have faced governance challenges head-on and emerged stronger. Nisha's openness and insight were a powerful reminder that governance isn't just about control, but it's about enabling growth with purpose.' Hosted as part of Pearl Initiative's Governance in Family Firms Programme, the webinar reinforced the organisation's mission to empower family businesses with best practices in corporate governance. The session attracted a diverse audience of family business leaders, and industry experts, sparking a lively exchange on the opportunities and challenges of governance in family firms. Through an engaging and in-depth dialogue, the session explored Landmark Group's governance journey highlighting the complexities and opportunities of balancing growth with family continuity. Attendees left with practical takeaways from key governance strategies and mechanisms to leveraging data-driven decision-making to ensure their businesses thrive in a dynamic economic landscape. About the Pearl Initiative The Pearl Initiative is the Gulf region's leading independent, non-profit organisation working to promote the business case for a corporate culture of accountability and transparency. Established in 2010 by regional business leaders in cooperation with the United Nations Office for Partnerships, the Pearl Initiative is the only private, non-profit Gulf business network to receive special consultative status from the United Nations Economic and Social Council. The Pearl Initiative runs a series of corporate governance related programmes, including Anti-Corruption Best Practices, Diversity in Business Leadership, Governance in MSMEs, Governance in Family Firms, Governance in Tech, and Governance in Philanthropy. The organisation also conducts locally relevant research, hosts workshops and executive education training sessions, and convenes business leaders, policymakers, students, and non-profit executives to encourage a proactive approach to implementing best practices in the workplace across the Gulf region.
Zawya
23-07-2025
- Zawya
Athar Festival 2025 announces Amy Roko as Maheerah Programme Ambassador
This year's edition expands to three days with a new industry-wide networking event Riyadh – Saudi Arabia: Athar Festival 2025 has teamed up with Saudi creative icon and influencer, Amy Roko, who will take centre stage as ambassador of the third edition of the widely popular Maheerah Programme. This women empowerment initiative returns this year with new momentum, new faces, and a bold new direction, while introducing an extended three-day format. Known for her fearless voice and strong presence, Amy's appointment marks a new chapter for Maheerah Programme, as she embodies the values of authenticity, ambition, and community that lay at the heart of Maheerah. As ambassador, she will play a key role in amplifying the programme's mission, supporting women in the industry, and growing the reach of the network. Highlighting the significance of this new chapter, Bassel Kakish, Chief Executive Officer of Publicis Groupe Middle East & Turkey said, 'Maheerah has grown into something truly special. What began as a program has become a real platform, bringing women together to learn, connect and grow. As we continue building a supportive community of like-minded women within the Kingdom's creative industry, this year marks an exciting new chapter. With a bigger and bolder program ahead, and Amy Roko joining us as ambassador, we're amplifying everything Maheerah stands for. We can't wait to meet the inspiring women joining us this year.' Commenting on these latest developments, Kamille Merchant, Athar Festival Director, said: "Maheerah has become one of the most meaningful initiatives at Athar Festival, growing from a programme to a network in just three years, marking a significant step in its evolution. Together, we are deepening our commitment to empowering women across every level of the creative industry. This is fittingly reflected by the appointment of Amy Roko as ambassador, which we are confident will bring new energy and more visibility to the programme." Reflecting on her appointment as the new Maheerah Programme Ambassador, Amy Roko, said: 'It's refreshing to be part of something that actually gets what it means to be a woman in this space: loud, ambitious, real, and unapologetically herself. Maheerah creates a space where women can be heard, supported, and celebrated for who they truly are, and I'm proud to be contributing to that kind of movement.' Applications for this year's Maheerah Programme officially open on 22 July and will run until 10 September. For the first time, the programme will run across three days during Athar Festival 2025, featuring enhanced content and a new industry-wide networking event open to all women in the Maheerah Network. Just as the festival itself prepares to return bigger, bolder, and more dynamic, so too will this year's Maheerah Programme, offering a deeper, more connected, and more impactful journey for participants. Maheerah Programme is part of the Maheerah Network, an initiative by Athar Festival and powered by Publicis Groupe. For more information and to apply to the programme, visit -Ends- About Athar – Saudi Festival of Creativity Athar - Saudi Festival of Creativity, presented by Motivate Media Group and TRACCS, is Saudi Arabia's foremost creative marketing event. Aligning with Saudi Vision 2030, Athar sets the stage for leaders, decision-makers, and emerging talent to connect, share insights, and drive creative endeavours across the Kingdom's burgeoning sectors. For more information, please visit:
Campaign ME
18-07-2025
- Campaign ME
TBWA\RAAD reveals senior promotions across key departments
TBWA\RAAD has revealed a host of promotions within the regional agency with new faces in roles including Head of Strategy, Head of Digital and Innovation, and Group Creative Director. Astha Sirpaul has been promoted to the role of Head of Strategy. A champion of culture-driven thinking, Sirpaul will now steer end-to-end strategic planning across the agency's portfolio, embedding TBWA's Disruption methodology to unlock long-term brand growth. Rony Skaf will take over as the Head of Digital and Innovation. With more than a decade of expertise in performance marketing, emerging technologies and building digital experiences, Skaf blends creativity with innovation to craft measurable, future-ready solutions that drive impact for clients. A fearless storyteller at the intersection of culture and commerce, Noor Akar has been appointed Group Creative Director. In this role, Akar will continue to orchestrate boundary-breaking ideas that aim to ignite conversation, reshape norms and turn cultural relevance into business growth. Also promoted to the role of Group Creative Director, Rita Nasr steps up to co-lead the creative department in Lebanon, mentoring rising talent and pushing bold ideas that resonate with regional audiences. Commenting on the promotions, Reda Raad, Group CEO, TBWA\RAAD, said, 'Talent is the engine of everything we produce.' The agency, which won the Gold trophy for Best Place to Work: Individual Shop/Network of the Year 2024 at Campaign's Global Agency of the Year Awards, has been recognised for the systematic overhaul of its workplace culture. The creative shop has highlighted employee engagement rise from 68 per cent to 81 per cent year-on-year in 2025, while the resignation rate decreased from 28 per cent to 11 per cent, a 62 per cent reduction that saved the agency AED1.5m annually. Trust in senior leadership rose from 60.6 per cent to 79.8 per cent, reflecting the success of its collaborative agency reset programme. Raad added, 'Being named Best Place to Work in the world proves we attract and grow the region's best minds. By elevating our people from within, we're doubling down on that momentum — giving them the runway to keep defying expectations and setting new benchmarks for creativity.' 'Nurturing people is more than a policy — it is the agency's growth engine. By relentlessly investing in learning, mentorship, and well‑defined career pathways, TBWA\RAAD has built a workplace where its employees thrive,' he concluded.
