WPP Media clients scoop major honors at SMARTIES X Global 2025 Awards

WPP Media’s clients have capped off a remarkable year by securing top honors at the Smarties X Global 2025 awards.

Having topped the shortlist with 64 nominations, our clients won a total of 32 trophies, with our collaborations across AI application, social impact, real-time marketing and more being celebrated.

Overall, 17 client brands across 12 markets won trophies, demonstrating the power of WPP Media’s global partnerships and its ability to blend technology with creativity to drive business performance.

Unilever was crowned Advertiser of the Year, winning a multitude of awards.

For Vaseline Verified, they took home Gold in both Social Media Marketing and Creator/Influencer/Celebrity Marketing, validating the brand's approach to combating health misinformation with scientific truth.

And they won another two Golds for Dove’s Real Beauty Redefined for the AI Era in the Innovative Use of AI in Advertising and Future Forward Technology Marketing categories. This led to Dove being crowned Most Resilient Brand of the Year.

The Coca-Cola Company won three accolades for its Coca-Cola Foodmarks Reloaded campaign that successfully drove away-from-home consumption in Vietnam.

In Poland, retailer Delikatesy Centrum proved that data-led creativity is the ultimate driver of business growth, securing double Gold for Low prices have no owners in Instant Impact/Promotion and Data Insights/Contextual Marketing.

Additionally, Deutsche Telekom GmbH demonstrated the power of real-time engagement, winning Gold for its Goal Alert campaign.

Other wins include Nestlé Waters (La Vie) with 3 trophies, including a Gold in Social Impact Marketing and AXA, who scooped Gold in Short or Long Form Video for Group Therapy.

These victories, which culminated in Mindshare being named Global Agency Network of the Year and WPP being named Holding Agency Company of the Year, round off a remarkable year in which WPP Media clients topped the Cannes Lions, Festival of Media, Spikes Asia, Eurobest and World Media Awards rankings.

SMARTIES X 2025 wins:

Grand Prix

• Holding Agency Company of the Year: WPP

• Agency Network of the Year Global: Mindshare

• Most Resilient Brand of the Year: Dove

• Advertiser of the Year: Unilever

Gold

• Innovative Use of AI in Advertising: Real Beauty Redefined for the AI Era, Unilever and Mindshare USA

• Future Forward Technology Marketing: Real Beauty Redefined for the AI Era, Unilever and Mindshare USA

• Social Media Marketing: Vaseline Verified, Unilever and Mindshare UK

• Creator / Influencer / Celebrity Marketing: Vaseline Verified, Unilever and Mindshare UK

• Instant Impact / Promotion: Low prices have no owners, Delikatesy Centrum and Mindshare Poland

• Data Insights / Contextual Marketing: Low prices have no owners, Delikatesy Centrum and Mindshare Poland

• O2O / New Retail / Innovative & New Tech Sales Channels: Coca-Cola Foodmarks Reloaded, The Coca-Cola Company and EssenceMediacom Vietnam

• Real Time Marketing: Goal Alert, Deutsche Telekom GmbH and Mindshare GmbH / Mindshare Germany

• Social Impact Marketing: 3 years, 1 purpose: La Vie pioneering regeneration, Nestlé Waters / La Vie and OpenMind VietNam / Ogilvy / Purpose.Ant

• Short or Long Form Video: Group Therapy, AXA and Wavemaker France

Silver

• Future Forward Technology Marketing: 1.9Bn Logos to 1.9Bn Home-Building Experts, UltraTech Ltd and Mindshare / Mindshare India

• Real Time Marketing: Grab the Night - Nightlife Journey Made Seamless, Grab Vietnam and Mindshare Vietnam / Grab Vietnam

• Innovative Use of AI in Advertising: LALIGA against hate, LALIGA and Mindshare Spain 

• Gaming, Gamification & E-Sports: Knorr - Dare to Slurp, Hindustan Unilever and Mindshare India / Mindshare

• Cross Digital Media Marketing: Coca-Cola Foodmarks Reloaded, The Coca-Cola Company and EssenceMediacom Vietnam

• Customer (CX) / User Experience (UX) & Design: Coca-Cola Foodmarks Reloaded, The Coca-Cola Company and Ogilvy Group

• Short or Long Form Video: Pain into Beauty, Bepanthen Plus and EssenceMediacom Ukraine

• Instant Impact / Promotion: Rise of Black Myth: Wukong, a Decentralized Content, Game Science and Mindshare China

• Social Impact Marketing: Dove - Beauty Test Stops With Me, Hindustan Unilever and Mindshare India

• Diversity and Inclusive Excellence: Dove - Beauty Test Stops With Me, Hindustan Unilever and Mindshare India

• Social Media Marketing: Make mental health social through meaningful humor, Nestlé Waters / La Vie and OpenMind VietNam / Ogilvy / Purpose.Ant

• Personalization: Beyond words: A personalized nature regeneration, Nestlé Waters / La Vie and OpenMind VietNam / Ogilvy / Purpose.Ant

• O2O / New Retail / Innovative & New Tech Sales Channels: Lancôme x GrabAds: Breaking the Scent Barrier, L'Oréal and Wavemaker Thailand / GrabAds 

Bronze

• Brand Experience: Knorr - Dare to Slurp, Hindustan Unilever and Mindshare India / Mindshare

• Product and / or Service Launch:  Rise of Black Myth: Wukong, a Decentralized Content, Game Science and Mindshare China

• AI-Powered Audience Engagement: Dove - Beauty Test Stops With Me, Hindustan Unilever and Mindshare India

• Real Time Marketing: Yili’s Olympics Triumph: Redefining Brand Sponsors, Yili and Mindshare China

• Creator / Influencer / Celebrity Marketing: Timeout Against Hate, Foundation to Combat Antisemitism and Mindshare USA

• O2O / New Retail / Innovative & New Tech Sales Channels: Grab The Night: Vietnam’s 1st End-to-End Nightlife, Grab and Mindshare Vietnam / Grab Vietnam 

• Integrated E-commerce Innovation & Live Streaming: MasterKong Beverage Revolutionizes B2B Partnership, Master Kong and Mindshare China

• Customer Journey Marketing - Lead Generation / CRM: Colgate VW Purple: Success Through Live Commerce, Colgate Palmolive and Wavemaker India / Amazon Ads

• Personalization: Axis Suka Suka: The Data Plan GenZ Hacked, PT XLSMART Telecom Sejahtera Tbk and Wavemaker / YMT ADS