Spikes Asia, the region’s premier award for creativity and marketing effectiveness, has officially opened submissions for the 2025 Awards while unveiling significant updates to its awards structure and event offerings.
In a strategic shift, Spikes Asia is transitioning from a single annual event to a series of bespoke regional gatherings designed to meet the ongoing needs of the creative marketing industry throughout the year. This new approach aims to support a diverse audience—from emerging talents to C-suite marketing leaders—by addressing strategic challenges, evolving consumer behaviors, and cultural shifts that are pivotal for industry advancement across the APAC region.
Judging for the 2025 Spikes Asia Awards will take place in Vietnam in March, culminating in a live awards ceremony in Singapore in April. This event aims to set a benchmark for creative excellence in APAC while providing a vital networking opportunity for industry professionals.
A notable addition for the 2025 Awards is the introduction of a Humour sub-category, following its success at the Cannes Lions 2024. This category allows entrants to showcase entertaining and effective branded communications. Additionally, the Innovation Spike has been broadened to capture a wider array of innovative practices. The Audio & Radio Spike Award has been updated to reflect the growing significance of audio work, while both the PR Spike and Social & Influencer Spike have been refreshed to better align with the current industry landscape and recognize the crucial role of creators in brand messaging.
Mandy Neo, Director of Spikes Asia, stated, “Our audience seeks more than just a standalone event. The new model will create ongoing connections throughout the year, catering to the diverse needs of the creative and advertising community. We look forward to facilitating intimate and impactful experiences that serve the APAC community.”
Marian Brannelly, Global Director of Awards at LIONS, added, “This is an exciting time for creativity in APAC, reflected in the evolution of our Awards. We’re recognizing a spectrum of creative contributions—from craft to gaming and effectiveness—demonstrating an industry that is dynamic and evolving. Our updated entry process now includes questions that delve into cultural context and work objectives, providing jurors with essential insights for evaluating creativity across the region.”
