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The SMP Awards were revealed in a glittering ceremony at London’s Steel Yard last week, with winners awarded in three distinct categories
Last week (September 25th), the Strategic Mailing Partnership (SMP) revealed the winners of its 2025 Awards at a ceremony held at The Steel Yard in London.
More than 300 representatives from across the print and mailing supply chain gathered to celebrate innovations in the campaigns, people, and businesses across the mailing and multichannel marketing sectors.
Awards were given in three distinct areas, namely the Mail Performance Award, the Sustainable Campaign Award, and the Bright Futures Award.
The event was hosted in 2025 by comedian, writer, and actor Hal Cruttenden, who provided the gathered crowd with jokes and entertainment throughout the night.
Supported by headline sponsor Whistl, the Platinum Mail Performance Award was awarded to Webmart, working in partnership with Exodus Adventure Travels, for their Welcome Home Programmatic Mailing.
The campaign harnessed live booking data, automation, and creative design to deliver highly personalised communications. Judges praised it as “a brilliant use of programmatic mail which was timely, creative, and impactful, perfectly marrying data, personalisation, and print.”
Gold Awards were presented to five standout campaigns from Precision Proco, Formara, Join the Dots (Salocin Group), Nutshell Creative, and Whistl Doordrop Media.
Formara’s Gold award was for a direct mail campaign created for USP College’s Welcome Day. Speaking of the award, the company said: “Winning Gold for the Mail Performance Award 2025 is a proud moment for our team.
“The USP College campaign is a fantastic example of how print can deliver real results in education. We’re grateful to the SMP for recognising our work, and to USP College for trusting us with such an important part of their student journey.”
The Bright Futures Award was sponsored by Marketreach and celebrates professionals under the age of 30 who are shaping the future of the industry.
Gold went to Hannah Murphy of PSE Agency, whose progression and leadership on data-driven direct mail campaigns were judged as having delivered significant results for clients.
The judges described Murphy as “a rare blend of creative and analytical skills – Hannah can see the bigger picture while never losing sight of the detail. Her leadership on client campaigns is already delivering results well beyond her years.”
Finally, the Sustainable Campaign Award, sponsored by UK Mail, promoted key examples of sustainable practices in the industry.
The Gold Award went to Webmart for its transformation of the Yorkshire Purchasing Organisation (YPO) catalogue.
Webmart used its EcoMetrics carbon calculator to identify opportunities to reduce pagination, introduce recyclable mail wraps, and shift production methods, cutting carbon emissions by 79% while still reportedly delivering record sales.
Explaining the thinking behind the event, Lucy Swanston, chair of the SMP, said: “The awards are about celebrating the ingenuity, creativity, and collaboration that make mail such a powerful channel. Every winner has shown how innovation, sustainability, and talent are driving our industry forward.”
A full list of award winners can be found on the SMP website.
