MMA Recognizes 2026 SMARTIES™ Philippines Winners: Celebrating Marketing Excellence Rooted in Business Impact

MANILA, Philippines  , Oct. 7, 2026 /PRNewswire/ -- Marketing + Media Alliance (MMA) today announced the winners of the SMARTIES™ Philippines 2026 Awards, honoring the country's most outstanding marketing campaigns with measurable business impact. This year's submissions reflected a Philippine marketing landscape in confident stride: brands blending cultural insight, AI-powered personalization, and platform-native execution to deliver real commercial growth. These winning campaigns capture the very spirit of SMARTIES™. They showcase bold ideas, genuine cultural insight, and measurable impact.

"The work coming out of the Philippines this year signals a genuine shift in how great marketing gets made. The best campaigns were not asking consumers to pay attention. They were giving them something worth experiencing. Where AI featured, it was not the headline. It was the enabler that made relevance possible at a scale that was not previously achievable. That is a significant elevation, and it sets a benchmark the rest of the industry should be watching."Rohit Dadwal, CEO, MMA APAC and Global Head of SMARTIES™

"What stood out this year was how deeply Filipino brands understood their consumers not just who they are, but what matters to them in the moment. The strongest campaigns gave people a reason to participate, not just watch. That combination of cultural truth and measurable impact raises the bar for everyone." - Kinshuk Kunwar, President and General Manager of Mead Johnson Philippines and Reckitt Philippines as our Jury Chair, SMARTIES™ Philippines 2026.

SMARTIES™ Philippines 2026 Winners

Best in Show: GAMEJOY: The First Universal Gamer Money (Jollibee Foods Corporation / Octopus&Whale)

Advertiser of the Year: Jollibee Foods Corporation

Brand of the Year: Coca-Cola

Juror's Choice Award of the Year: Kween Yasmin (Canva / GIGIL)

Holding Agency Company of the Year: Publicis Groupe

Media Agency of the Year: OMD Philippines - Omnicom Media

Creative Agency of the Year: Leo Manila

Independent Agency of the Year: GIGIL

Specialist Agency of the Year: Octopus&Whale

Publisher of the Year: Grab

Most Resilient Brand of the Year: GCash

Enabling Technology Company of the Year: POKKT Mobile Ads

View the complete list of winners.

All submissions underwent a two-stage evaluation. A Qualifying Jury of senior marketing and industry professionals reviewed every entry. An esteemed Grand Jury comprising exclusively of marketers, including CEOs and CMOs, assessed each campaign with a strict focus on measurable business impact. Winners earn global recognition through the SMARTIES™ Business Impact Index, WARC Media 100, and RECMA's global agency scoring.

The SMARTIES™ Philippines 2026 Gala Night took place on October 6, 2026, at Shangri-La The Fort, Manila. View the full results.

About Marketing + Media Alliance (MMA)

Marketing + Media Alliance (MMA) is the global, nonprofit alliance of CMOs and senior marketing leaders working to advance marketers' ability to create value. SMARTIES™ is the only global awards program that measures marketing innovation through business impact. mmaglobal.com