Mediaplus Middle East and Abdul Latif Jameel Motors celebrate a historic double win at the MMA Smarties MENA 2025

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Mediaplus Middle East has been crowned Independent Media Agency of the Year, while its long- standing partner Abdul Latif Jameel Motors proudly took home Brand of the Year marking a defining milestone for both teams and their collaboration in the MENA region. 

At this year’s MMA Smarties MENA Awards in Riyadh, Mediaplus Middle East brought home an impressive six trophies, reaffirming its reputation as one of the region’s most innovative and results- driven media agencies. 

“This isnot just a win for us – it’s a shared success story,” said Azhar Siddiqui, Managing Partner Mediaplus Middle East. “We’re beyond proud to celebrate these honors alongside our client Abdul Latif Jameel Motors. These awards are the result of a shared vision.” 

A Showcase of Innovation and Impact 

Mediaplus Middle East’s campaigns for Toyota, represented by Abdul Latif Jameel Motors, swept the stage with multiple honors. The agency earned Gold Awards for AI Journey Design Precision & Leads and Toyota’s CRM Powered Performance Engine, along with Silver Awards for Smart Signals: Toyota’s Programmatic Win, From Context to CRM – Toyota’s Lead Engine, and NE.R.O. AI: Toyota’s Cookieless Precision Engine for its pioneering use of AI in advertising. Completing the tally were Bronze Awards for $25K. 815 Leads. One AI Engine, Beyond Segments – Toyota’s Contextual Edge, and We Didn’t Enter E-Sports, We Set It on Fire. 

These campaign wins culminated in the coveted Industry Awards for Independent Media Agency of the Year and Brand of the Year, recognizing a partnership built on innovation, performance, and trust. 

The Power of Independence 

As a true challenger agency, Mediaplus Middle East has proven that independence is a strength rather than a limitation. “Being independent gives us the freedom to innovate, to experiment, and to form genuine partnerships with our clients,” added Azhar Siddiqui. “We’re not confined by global playbooks; instead, we co-create strategies with our clients, built on transparency, collaboration, and a shared belief in progress.” 

For Mediaplus Middle East, these accolades validate a philosophy rooted in delivering real business impact — not simply pursuing trophies. “Every campaign starts with a real-world challenge, not an award brief,” said Hatem Fakih, General Manager at Mediaplus Saudi Arabia. “When you focus on meaningful results and push creative boundaries, recognition follows naturally.”