Spikes Asia

Happy Deepavali from all of us at Spikes Asia! Just as the Festival of Lights illuminates every corner with joy, incredible Indian creativity continues to shine bright at #SpikesAsia2025. One such piece of work is Handwash Legend from Ogilvy APAC (Mumbai) and Savlon. This campaign tapped into the popularity of hip-hop among children in slums, cleverly using the iconic hip-hop gesture of “rubbing hands together” to turn proper hand hygiene into something cool. This successfully encouraged children to become "Handwash Legends" and adopt better hand hygiene habits through a culturally relevant and engaging approach. Are you ready to showcase your creativity? Stay tuned for #SpikesAsia2026 updates, coming your way very soon.

Spikes Asia Director Melanie Speet will be speaking at IAA Talks: Creativity – Celebrating Creativity in Asia. Join us as she unpacks the key trends and insights from the #SpikesAsia2025 Creativity Report. You'll also hear from Nikhil Panjwani and Stella Tan as they share perspectives, exchange ideas and connect with fellow leaders in the industry. Secure your seat: https://lnkd.in/gAPm4fXV

Ready to raise the bar for APAC creativity? The countdown to #SpikesAsia2026 has begun, so mark your calendars – here are the key dates you won’t want to miss. Whether you’re a trailblazing brand or forward-thinking agency, this is your chance to shine – and prove that your work is among APAC’s very best. Need inspiration? Explore the 2025 winning work: http://bit.ly/47g3CXu

Advertising Council Australia opens jury nominations for 2026 Cannes Lions International Festival of Creativity and Spikes Asia. Read here: https://lnkd.in/gJqmHF3n

Haymarket names Melanie Speet as director of Spikes Asia: Speet joins from Branded, where she was head of marketing and communications. She will lead the direction of creative and marketing festival Spikes Asia, a JV between Lions and Haymarket. https://lnkd.in/gKwk_GPc

I'm really excited to announce my new role as Director of Spikes Asia! I want to give a huge thank you to Atifa Hargrave-Silk and Ed Pank for their trust and for this incredible opportunity to lead the region's oldest and most prestigious award for creative advertising. I'm really looking forward to working with all of you to champion APAC creativity - celebrating amazing work and representing our talent on a global stage. This is a new chapter, and I'd love to connect with those who are passionate about the future of creativity in our region. If you have thoughts or feedback about Spikes, I'm all ears. https://lnkd.in/g9fnxJ3q

Meet the brands creating impact without disruption. Many #SpikesAsia2025 winners showed that the best innovations meet people where they are. By tapping into everyday habits, working with familiar formats or designing simple, practical tools, these brands found smart, straightforward ways to create real impact without forcing consumers to adapt. Scoliosis Philippines took a Bronze in the PR Spikes for Scoliosis #StripesFitCheck, which helped identify curved spines by creating a self-detection tool from a wardrobe staple: striped t-shirts. Uncover the best of integrated innovation: https://bit.ly/4m7avzP

𝐒𝐦𝐚𝐥𝐥 𝐑𝐨𝐨𝐦, 𝐁𝐢𝐠 𝐁𝐫𝐚𝐢𝐧𝐬. Often the most rewarding industry gatherings are the ones that don't try too hard. Last week's CMO APAC Alliance summit was exactly that. An unpretentious morning where marketing leaders from Hilton to Pernod Ricard and Dentsu gathered not to grandstand, but to genuinely share what's keeping them up at night. No PowerPoint theater. No jargon Olympics. Just honest conversations about navigating AI adoption, cracking social commerce, and the eternal puzzle of being globally consistent yet locally relevant. The provocations were real (how do we stop chasing shiny objects and focus on what actually moves the needle?), the insights practical (turns out everyone's struggling with the same measurement challenges), and the coffee on point. When you put 40 smart people in a room who've stopped trying to be the smartest person in the room, something shifts. The conversations get better. The insights get sharper. The connections get real. These brilliant women (pictured) reminded me that behind every campaign strategy and P&L discussion, there are humans trying to build something meaningful in a region as complex as it is exciting. In an industry obsessed with reach and frequency, there's something refreshing about depth and authenticity. Gatherings usually leave me exhausted. This one left me energised. Perhaps that's the difference between an event and a community. Thank you Spikes Asia for curating this gathering. Already looking forward to the next one.

We're thrilled to wrap up the second edition of the CMO APAC Alliance with our amazing partners dentsu and FairPrice Group. Today’s engaging presentations focused on how to navigate behavioural shifts through cultural intelligence in Asia, while the dynamic exchanges during the breakout sessions ignited fresh perspectives on how to build trust with customers and how the consumer journey has evolved with the emergence of social platforms. A heartfelt thank you to all who joined us this morning. Special thanks to our speakers and panellists Atifa Hargrave-Silk, Bryan Choong, Gretchen Moore, Raymond Kam, Rica Facundo and Richard Reid for being part of this. The insights shared will undoubtedly shape how we connect with consumers across this diverse region. Find out more about the CMO APAC Alliance: http://bit.ly/4m3TBBr #SpikesAsia2025