Dubai, UAE – 15 May 2025 – MMA Global has announced the winners of the prestigious SMARTIES MENA 2025 Awards, held at Atlantis, The Palm, Dubai. The annual awards program celebrates the region’s most effective and innovative modern marketing campaigns, honouring the brands, agencies, and tech enablers leading marketing transformation in the Middle East.

As the marketing landscape evolves with emerging technologies and shifting consumer behavior, so too do the SMARTIES categories, reflecting advancements across AI, MarTech, social, e-commerce, creative storytelling, and purpose-driven brand impact.

The gala evening, attended by the region’s top marketing leaders, saw over 100 trophies awarded across more than 30 categories. Standout campaigns of the night included:

  • “SEE WHAT THEY SEE” by Landmark Group | Publicis Groupe – Publicis ME, winning Gold for both Brand Experience and Brand Purpose / Activism
  • “PAY WITH YOUR TREND” by YUM! Brands | Publicis Groupe – Publicis ME (UAE), winning multiple Golds across Instant Impact / Promotion, Social Media Marketing, Creator / Influencer / Celebrity Marketing, and O2O / New Retail / Innovative & New Tech Sales Channels 
  • “SOUND AFFECTS” by Sixieme Son | Publicis Groupe – Saatchi & Saatchi ME, which earned Gold for Brand Purpose / Activism and was recognized across three medal levels
  • “DOSY – FEAR” by Publicis Groupe – Leo ME (UAE), securing Gold and Silver in Short or Long Form Video and Brand Purpose

The Awards also recognised innovation leaders with special Industry Awards going to:

– Advertiser of the Year – Landmark Group

– Advertiser of the Year – Unilever

– Brand of the Year – Pizza Hut

– Creative Agency of the Year – Publicis Groupe – Leo Burnett Middle East

– Media Agency of the Year – Publicis Groupe – Publicis Middle East

– AI Marketing Enabler of the Year – Smartifai

– AI Integrated Media Agency of the Year – Mindshare

– AdTech Platform of the Year – Blis

– AdTech Provider of the Year – InMobi

– Marketing Platform of the Year – ArabyAds

– Best in Show  – Pay with Your Trend / Yum! Brands I Publicis Groupe – Publicis ME (UAE)

From cutting-edge AI to Web3, influencer strategies to impactful video storytelling, the winning works highlighted the depth of marketing talent in the region.

Melis Ertem, MMA MEA CEO, shared, “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.”

You can view the full list of winners https://www.mmaglobal.com/smarties/awards/programs/mena