The Marketing + Media Alliance (MMA) Smarties South African winners for 2026 were announced last night. Picture: Ogilvy was awarded Best in Show for Audi TikTok Test Drive (Image supplied)

The Marketing + Media Alliance (MMA) Smarties South African winners for 2026 were announced last night. Picture: Ogilvy was awarded Best in Show for Audi TikTok Test Drive (Image supplied)

Yum! was named Brand of the Year, while Ogilvy was named Agency of the Year, and its campaign, Audi TikTok Test Drive, was awarded Best in Show.

Another standout winner was Turning SEO into GEO, created by Rogerwilco for Stellenbosch Business School. The campaign won four top awards and was recognised for its innovative use of Generative Engine Optimisation, helping the brand move from traditional SEO visibility to AI citation leadership.

The Smarties celebrate the brands, agencies and campaigns setting the standard for marketing effectiveness.

This year’s entries reflected the strength of South Africa’s marketing industry, with judges recognising outstanding work across creativity, innovation, data, technology and measurable impact. The jury was particularly impressed by the quality of the submissions and the ambitious thinking behind many of the campaigns.

“The 2026 Smarties South Africa winners show how fast marketing is evolving,” said Luisa Mazinter, Smarties 2026 jury chair.

“The judges saw work that was bold, effective and genuinely innovative, with campaigns that demonstrate the impact marketing can have on business growth.”

“Smarties celebrates marketing that moves the needle,” said Melis Ertem, MMA MEA & Dach CEO. “South Africa continues to deliver work that effectively integrates creativity, commercial discipline and global relevance.”

BRAND EXPERIENCEGoldOgilvyAudi TikTok Test DriveGoldUnilever, Simunye MediaVaseline Cera-Glow Leading SA’s Beauty RevolutionGoldYum!, OgilvyKFC BloemfonTasteGoldRAINBOW, Point IconicGogo Vs GogoSilverUnilever; OliverDOVE X STARBUCKSBronzeNedbank; Joe PublicNedbank #GetMoneyFit Brand CampaignBronzeTiger Brands; Whatif_CreativeAlbany ‘Freshe’CUSTOMER GROWTH & CONVERSION STRATEGYGoldSTADIO Holdings; 365 DigitalStadio: 60% More Students. 27% More ProfitSilverOgilvyAudi TikTok Test DriveSilverPEP; PromiseThere’s a PEP for that and thatBronzeProcter & Gamble; WPP MediaH&S: Mzansi’s Drama Fuels Record GrowthNEW PRODUCT AND / OR SERVICE LAUNCH / RE-LAUNCHGoldPEP; OgilvyFinds and PEP Home FindsGoldPepsiCo; Accenture SongCheetos. Can’t Hide The Fun CampaignSilverUnilever; Simunye MediaVaseline Cera-Glow Leading SA’s Beauty RevolutionSilverThe Shoprite Group; 99cShoprite Promise: R5 ToiletriesBronzeTiger Brands; Whatif_CreativeAlbany ‘Freshe’BronzeAckermans; 99c2-Pack Value-Deal for Summer 2025INSTANT IMPACT / PROMOTIONGoldThe Shoprite Group; 99cShoprite Promise: R5 ToiletriesGoldAstron Energy; Up and Up ConnectAstron: Fueling Dreams Powering ActionSilverHeineken; Dentsu RedstarHeineken UCL – Driving impact through sponsorshipBronzeAckermans ; 99c2-Pack Value-Deal for Summer 2025BronzeDiageo South Africa; RainmakerJohnnie Walker Blonde re-launch takes BTL to ATLAUDIENCE ENGAGEMENT EXCELLENCE USING AIGoldTelkom; MscsportsPossibility in PlayGoldStellenbosch University; RogerwilcoTurning SEO into GEOSilverLand Rover; OmnicomLand Rover – From Signal to ShowroomBronzeVodacom; CarbonExtra Your SummerSOCIAL IMPACT MARKETINGGoldYum! Brands; KA MusesKFC Biggest Hunger HackSilverNedbank; Joe PublicMoney WarningsSilverDKMS AfricaBe the Match: World Blood Cancer Campaign 2025SilverPepsiCo; Mullen LoweSiyasizana Play BetterBronzeStandard Bank; Carat SADigital Security – Business and Commercial BankingBronzeUnilever; VMLReal Beauty Generation 2.0OMNICHANNEL MARKETINGGoldYum!; OgilvyKFC x Nasty C — The Sauciest Signing of the SummerSilverThe Shoprite Group; 99cShoprite Promise: R5 ToiletriesSilverTiger Brands; Whatif_CreativeAlbany ‘Freshe’BronzeAB InBev / Flying Fish; IProspect – Dentsu SAFlying Fish Billboard in Your BackyardBronzeRCL FoodsBE NUMBER 1 ART CHALLENGECROSS DIGITAL MEDIA MARKETINGGoldKwikot; Dialogue CommunicationsKwikTok: Making Geyser Education EntertainingSilverVodacom ; OgilvyBreaking News Building Love: How Vodacom’s ParodySilveriProspect – Dentsu SACastle Lite Cold CompassBronzeAbsa; OnPoint PR & Lifestyle ManagementRewards / Absa Travel LaunchDIVERSITY  &  INCLUSIONGoldDKMS AfricaBe the Match: World Blood Cancer Campaign 2025SilverSouth African Rugby Union (SARU); Dialogue CommunicationsSpringbok Women #PlusOneINNOVATIVE USE OF AI IN ADVERTISINGGoldStellenbosch University; RogerwilcoTurning SEO into GEOBronzePepsiCo; Accenture Song South AfricaNaksLevelBronzeAgile Alternative Business Solutions; Adclick AfricaDoctor B – AI Influencer ExperienceSOCIAL MEDIA MARKETINGGoldYum!;OgilvyKeDeSHAREmberGoldAckermans; 99cBokkiesSilverCape Union Mart;365 DigitalOld Khaki sees Unrestricted Growth with15.61x ROASSilverPEP; TrendfarmPEP HOME PinterestSilverYum!; OgilvyKFC BloemfonTasteBronzeOgilvyAudi TikTok Test DriveBronzeReckitt; Futuretech mediaDurex – Beyond The SheetAI-DRIVEN CREATIVE EXCELLENCESilverAgile Alternative Business Solutions; Adclick AfricaDoctor B – AI Influencer ExperienceBronzeDanny’s Automotive; LumicoFrom Breakdown to Breakthrough with AISHORT OR LONG FORM VIDEOGoldYum!; OgilvyKFC x Nasty C — The Sauciest Signing of the SummerSilverAckermans; 99cBokkiesSilverYum!; OgilvyKeDeSHAREmberBronzeUnilever; Defined PRUmcimbi WakhoBronzeTiger Brands; HellosquareJungle Big Snack EnergyBronzeStandard Bank; MC Saatchi AbelStandard Bank Private – Live Wealthier CampaignD2C / E-COMMERCE MARKETING EXCELLENCESilverHeineken; Dentsu Redstar and Honest MarketingWindhoek x Food CommerceSilverHeineken; Dentsu Redstar and Honest MarketingHeineken UCL E-commerce EnginePARTNERSHIP PR & BRANDED CONTENT EXCELLENCEGoldYum!;OgilvyKeDeSHAREmberSilverAckermans; 99cAckermans X SpurSilverCoca-Cola South Africa; Offlimit CommunicationsFIFA World Cup Trophy Tour by Coca-ColaBronzeSuzuki South Africa;PenquinOrlando Pirates Announcement – Bucs Queen Case StudyBronzeUnilever; OliverDOVE X STARBUCKSADVANCED TECHNOLOGIES MARKETINGGoldAB InBev South Africa; iProspect – DentsuCastle Milk Stout: Songs to SavourSilverStellenbosch University; RogerwilcoTurning SEO into GEOREAL TIME MARKETINGGoldHeineken; Dentsu Redstar and Honest MarketingHeineken UCLSilverAckermans; 99cBokkiesSilverVicinity Media; TBWASPAR Omnichannel Analytics Reinvents MeasurementBronzeHaleon; Publicis Groupe AfricaMed-Lemon: Weather-Responsive CommerceDESIGN / CUSTOMER / USER EXPERIENCEGoldPEP a division of PEPkor Retail; TrendfarmPEP HOME PinterestSilverOgilvyAudi TikTok Test DriveBronzeHeineken; Dentsu Redstar and Honest MarketingWindhoek x Food CommerceAI POWERED DATA INSIGHTS / CONTEXTUAL MARKETINGGoldStellenbosch University; RogerwilcoTurning SEO into GEOSilverNestlé; Rainmaker MediaKitKat Novelty MovelSilverLand Rover; OmnicomLand Rover – From Signal to ShowroomSilverSTADIO Holdings; 365 DigitalStadio: AI Cuts Cost 50% Doubles ApplicationsBronzeRed Star (Dentsu)Heineken: Winning F1 Attention with Contextual AICREATOR / INFLUENCER / CELEBRITY MARKETINGGoldAckermans; 99cAcapella Winter 2025 CollaborationGoldThe Shoprite Group; 99cShoprite Promise: R5 ToiletriesSilverPepsiCo; Accenture Song South AfricaNaksLevelSilverYum!; OgilvyKFC x Nasty C — The Sauciest Signing of the SummerSilverShoprite Group; 99cShoprite x Youngsta CPT: Cheaper than Last YearBronzeReckitt; Futuretech mediaDurex – Beyond The SheetBronzeProcter & Gamble; WPP MediaH&S: Mzansi’s Drama Fuels Record GrowthBronzeRCL Foods; LumicoThe Science of Love Proven by LifeBronzeAbsa; OnPoint PR & Lifestyle ManagementAbsa Cape EpicPERSONALIZATIONSilverStandard Bank; M&C SaatchiStandard Bank Money ReelsRETAIL MEDIA / O2O EXCELLENCEGoldKellanova; Rainmaker MediaKellogg’s Breakfast BetterGoldPepsico; Rainmaker MediaLays UEFA ChampionshipSilverHeineken; Dentsu Redstar and Honest MarketingHeineken UCL E-commerce EngineSilverBeiersdorf; Rainmaker MediaNivea Back to SchoolBronzeHeineken; Dentsu Redstar and Honest MarketingWindhoek x Food CommerceBronzeRGBC (in partnership with Flow & Woolworths)Festive champagne growth with WoolworthsBRAND PURPOSE / ACTIVISMGoldYum! Brands; KA MusesKFC Biggest Hunger HackSilverDiscovery Insure; Freshhive digitalDiscovery Insure’s #DriveNowTextLater CampaignBronzeVodacom;OgilvyHow Vodacom Hacked Cultural Moments to Drive AdoptionBronzeP&G South Africa; WPP MediaVicks: Relief is in Our RootsSMALL BUDGET BIG IMPACTGoldDKMS Africa; DKMS AfricaFrom Patient Appeal to Transplant: Saving Baby LeoGoldStellenbosch University; RogerwilcoTurning SEO into GEOSilverPEP; OgilvyPEP Finds and PEP Home FindsSilverClicks Group; Brand Influence Agency#BigClubCardEnergy With ClicksSilverAbsa; LumicoCredibility Over Scale: A Small Budget Platform

MMA extends its thanks to all Smarties South Africa 2026 judges for their time, expertise and commitment to recognising the work shaping the future of marketing in South Africa.

Special thanks to the 2026 Grand Jury entrusted with selecting the industry’s highest accolades at this year’s Smarties Awards:

Bronwyn Pretorius, chief marketing officer, Ackermans; Karla Levick, chief marketing officer, Takealot; Dudu Mokholo, chief marketing officer, Pernod Ricard; Beyers van der Merwe, chief marketing officer, Pep; John Bradshaw, chief marketing officer, Spar; Vilosha Soni, chief marketing officer, PepsiCo; Diana Springer, head of group brand and marketing, Standard Bank; and jury chair Luisa Mazinter, chief growth officer, MeshTrade.