New York: The Marketing + Media Alliance (MMA) on Thursday announced the winners of the SMARTIES™ X Global 2025 Awards, recognising the world’s most effective and innovative marketing campaigns that delivered measurable business and social impact.
A total of 83 campaigns were honoured at this year’s global awards, including 31 Gold, 29 Silver and 23 Bronze winners, along with 13 Industry Awards recognising excellence across brands, agencies, publishers and technology platforms.
Among the major winners, Pinterest was named Enabling Technology Company of the Year, TikTok won Publisher of the Year, Unilever was named Advertiser of the Year, while WPP took Holding Agency Company of the Year. Other top honours went to Dove as Most Resilient Brand of the Year, Mindshare as Agency Network of the Year, and Ensure Gold as Brand of the Year. The Best in Show award was won by the Vision of Sakıp Sabancı podcast.
The competition received entries across seven categories, including purpose-driven marketing, creative innovation, AI marketing, e-commerce and emerging technologies. Campaigns were judged by an international jury on strategic insight, creative execution and proven business outcomes.
MMA said this year’s winners reflected key shifts shaping the marketing industry, including the growing role of artificial intelligence, the integration of purpose into business strategy, and the need for marketing that delivers both emotional and commercial impact.
Winners will be featured in the MMA Business Impact Index, developed in partnership with WARC, further strengthening their industry standing.
The SMARTIES™ awards are widely regarded as a global benchmark for marketing effectiveness, recognising work that combines creativity, technology and measurable results.
