The MMA SMARTIES KSA 2025 Awards returned with a strong showcase of the kingdom’s most innovative, data-led and creatively effective marketing work. Organised by Marketing + Media Alliance (MMA MENA), the awards ceremony brought together agencies, brands and industry leaders to recognise achievements across purpose, performance, creativity, emerging tech and AI-enabled marketing.
The gala evening, attended by the region’s top marketing leaders, saw over 95 trophies awarded across more than 25 categories.
This year’s Best in Show award was presented to entrants Delivery Hero and Carat MENA for Into the Snapverse. The HungerStation campaign also secured multiple wins across categories including Brand Experience, Social Media Marketing, Gaming & E-sports, and Web 3.0 Technologies Marketing. The performance placed the campaign among the top winners of the night.
Across the board, Unilever, Carat MENA, Mindshare, Smartifai and Abdul Latif Jameel – Toyota with MediaPlus Middle East emerged as some of the most awarded entrants.
Below is the full list of the MMA SMARTIES KSA 2025 winners:
KSA BEST IN SHOW
Delivery Hero and Carat MENA — Into the Snapverse
PURPOSE DRIVEN MARKETING
KSA – Brand Purpose / Activism
-
- Gold
Unilever and MullenLowe MENA — The Art of Stains - Silver
Health Water Bottle and Mindshare KSA — Nova Sustainability Campaign - Bronze
Sync — The Sync-ervention
- Gold
KSA – Social Impact Marketing
-
- Gold
Sync — The Sync-ervention
- Gold
MARKETING IMPACT
KSA – Brand Experience
-
- Gold
Unilever and MullenLowe MENA — The Art of Stains - Silver
Delivery Hero and Carat MENA — Fananees Meets Hungerstation
Delivery Hero and Carat MENA — Into the Snapverse - Bronze
Midea and Radix Media — Midea Moments
Public Investment Fund and Mindshare — The PIF Effect
- Gold
KSA – Instant Impact / Promotion
-
- Gold
Barq and Veyron Marketing — Barq – The Limitless App - Silver
Kudu and Spark Foundry KSA — Kudu Loyalty Campaign - Bronze
Unilever and LePure — Rise Up From the Sands
Taiba and A2Z Media — Makarem Hotels: Rebrand That Drove Bookings
- Gold
KSA – Customer Journey Marketing – Lead Generation / CRM
-
- Gold
Abdul Latif Jameel – Toyota and MediaPlus Middle East — AI Journey Design: Precision & Leads - Silver
Abdul Latif Jameel – Toyota and MediaPlus Middle East — From Context to CRM: Toyota’s Lead Engine - Bronze
Yaqoot by Zain and Promofix — Pulse of Connection: CRM-Led Growth for Yaqoot
- Gold
KSA – Product and/or Service Launch
-
- Gold
Barq and Veyron Marketing — Barq – The Limitless App - Silver
stc and UM KSA — STC Bank: Banking Reimagined in Saudi Arabia
Delivery Hero and Carat MENA — Fananees Meets Hungerstation - Bronze
Unilever and Code8 — OMO’s Game-Changing Relaunch: Dare to Stain
Solen Cikolata and Happy People Project — Don’t Let the “Buts” Hold You Back
- Gold
KSA – Real Time Marketing
-
- Gold
Red Bull MOBILE and Interesting Times / Smartifai — No Speed, No Game - Silver
Adidas and EssenceMediacom / Smartifai — Generative Commerce Starts Now—Powered by Adidas
Coca-Cola and Smartifai — Victory Tastes Better with Coke. Are You In? - Bronze
Abdul Latif Jameel Motors and Mediaplus / Smartifai — We Didn’t Enter Esports. We Set It on Fire.
- Gold
KSA – Small Budget, Big Impact
-
- Gold
Dabur Arabia and LPS — Dabur Vatika Fruitamins #WhatsYourFlavour - Silver
Petromin Express and Lion / Calibrate Commerce — Petromin AI Film - Bronze
Abdul Latif Jameel – Toyota and MediaPlus Middle East — $25K. 815 Leads. One AI Engine
- Gold
IMPACT MEDIA
KSA – Omnichannel Marketing
-
- Gold
NHC — National Housing Company (NHC) Marketing - Silver
Midea and Radix Media — Midea Moments - Bronze
Kudu and Spark Foundry KSA — Kudu Loyalty Campaign
- Gold
KSA – Cross Digital Media Marketing
-
- Gold
Cadillac and Saatchi & Saatchi Middle East — Maseerat Cadillac: Gamifying Saudi National Day
Unilever Arabia and PHD UAE — Comfort Chronicles - Silver
Public Investment Fund and Mindshare — The PIF Effect - Bronze
Mobily and PHD Media — Mobily Xstream: The Ultimate Entertainment Plan
Diriyah Season and UM KSA — Entertain Your Cultural Curiosity
- Gold
KSA – Social Media Marketing
-
- Gold
Unilever Arabia and PHD UAE — Comfort Chronicles
Delivery Hero and Carat MENA — Into the Snapverse - Silver
Unilever Arabia and PHD UAE — Comfort Blooming Car - Bronze
Unilever and Code8 — OMO’s ‘Dare to Stain & Play On’ Social Media Win
Midea and Radix Media — Midea Moments
- Gold
KSA – Creator / Influencer / Celebrity Marketing
-
- Gold
Ferrero and Carat MENA — Nutella Soundtrack Your Iftar - Silver
Unilever and Code8 — OMO Influencer Marketing
Unilever Arabia and PHD UAE — Comfort Blooming Car - Bronze
Red Sea Global and Influencer — Red Sea Global x PADI x STA
- Gold
KSA – Gaming, Gamification & E-sports
-
- Gold
Delivery Hero and Carat MENA — Into the Snapverse - Silver
Cadillac and Saatchi & Saatchi Middle East — Maseerat Cadillac - Bronze
Red Bull MOBILE and Interesting Times / Smartifai — No Speed, No Game
- Gold
EMERGING TECH MARKETING
KSA – Data Insights / Contextual Marketing
-
- Gold
Diriyah Season and UM KSA — Entertain Your Cultural Curiosity - Silver
Qatar Tourism and Mindshare Qatar / Smartifai — 5M Visitors? Qatar Just Changed the Game!
Barq and Digimotive Technology — Travel Credit Card Plan - Bronze
Royal Commission of AlUla and Zenithmedia KSA — Forever Revitalizing: The Algorithm of Attraction
Abdul Latif Jameel – Toyota and MediaPlus Middle East — Beyond Segments: Toyota’s Contextual Edge
- Gold
KSA – Performance Marketing
-
- Gold
Abdul Latif Jameel – Toyota and MediaPlus Middle East — Toyota’s CRM-Powered Performance Engine - Silver
Yaqoot by Zain and Promofix — Driving a 51% Surge in In-App Purchases - Bronze
McDonald’s and Studio M / Promofix — Driving 2.6x YoY App Growth
- Gold
KSA – Programmatic
-
- Silver
Abdul Latif Jameel – Toyota and MediaPlus Middle East — Smart Signals: Toyota’s Programmatic Win
- Silver
KSA – Web 3.0 Technologies Marketing
-
- Gold
Delivery Hero and Carat MENA — Into the Snapverse - Silver
Snap Inc. and Weber Shandwick MENAT — Tasawar: Taking the Runway
- Gold
E-COMMERCE MARKETING
KSA – Integrated Ecommerce Innovation & Live Streaming
-
- Silver
Red Bull MOBILE and Interesting Times / Smartifai — No Speed, No Game
- Silver
KSA – O2O / New Retail / Innovative Sales Channels
-
- Silver
Mindshare KSA and Platformance KSA — Nova Water – Building App as a Sales Distribution Channel
- Silver
CREATIVE & INNOVATION IMPACT
KSA – CX / UX & Design
-
- Gold
Kudu and Spark Foundry KSA — Kudu Loyalty Campaign - Silver
Qatar Tourism and Mindshare Qatar / Smartifai — Qatar Goes Wild! - Bronze
Monshaat and Spex Media / Smartifai — Biban Pushing Limits
- Gold
KSA – Personalisation
-
- Gold
Qatar Tourism and Mindshare Qatar / Smartifai — 5M Visitors? Qatar Just Changed the Game! - Silver
Monshaat and Spex Media / Smartifai — How Biban Crushed AI Innovation - Bronze
Adidas and EssenceMediacom / Smartifai — Generative Commerce, Engineered by Adidas
- Gold
KSA – Short or Long Form Video
-
- Gold
Unilever and MullenLowe MENA — The Art of Stains
GoodyCo and LPS — She Knows Best – Treva Rap Ad Film - Silver
Delivery Hero and Carat MENA — Fananees Meets Hungerstation
Unilever Arabia and PHD UAE — Comfort Chronicles
- Gold
AI MARKETING
KSA – AI-Powered Audience Engagement
-
- Gold
Almarai and Spark Foundry — Milk Every Day Is the Smart Way - Silver
Adidas and EssenceMediacom / Smartifai — Generative Commerce
Qatar Tourism and Mindshare Qatar / Smartifai — Qatar Goes Wild! - Bronze
Alat by PIF and Mindshare / Promofix — AI-Driven Precision Engagement
- Gold
KSA – Innovative Use of AI in Advertising
-
- Gold
Qatar Tourism and Mindshare Qatar / Smartifai — Qatar Goes Wild! - Silver
Abdul Latif Jameel – Toyota and MediaPlus Middle East — NE.R.O. AI
Adidas and EssenceMediacom / Smartifai — Generative Commerce - Bronze
Monshaat and Spex Media / Smartifai — Biban Pushing Limits
- Gold
KSA – AI-Driven Creative Excellence
-
- Gold
Petromin Express and Lion — Petromin – 25 Years of Drive AI Campaign - Silver
Qatar Tourism and Mindshare Qatar / Smartifai — Qatar Goes Wild! - Bronze
Adidas and EssenceMediacom / Smartifai — Generative Commerce
Almarai and Spark Foundry — AI-Powered Ramadan Sponsorship
- Gold
Alongside the campaign awards, MMA SMARTIES KSA 2025 also handed out special industry awards on the night for the agencies’ performance in the awards.
Mindshare and Carat MENA were named the Media Agency of the Year, while Mediaplus took home the independent honours as Independent Media Agency of the Year. The Creative Agency of the Year title went to
MullenLowe MENA.
On the tech and digital side, Platformance claimed Tech Enabler of the Year; Smartifai claimed AI Marketing Enabler of the Year; Promofix was awarded Performance Marketing Enabler of the Year.
Brands claimed their own MMA SMARTIES KSA 2025 special awards as entrants – Qatar tourism was recognised for Best Use of AI in Marketing and Unilever was named Advertiser of the Year. Hungerstation and Abdul Latif Jameel walked away with the shared title of Brand of the Year.
