Mumbai: Spikes Asia, APAC’s most prestigious award for creativity and marketing effectiveness, has announced McDonald’s as its 2026 Advertiser of the Year, marking the second time the global brand has received the honour, following its first win in 2018.
The Advertiser of the Year Award recognises brands that distinguish themselves through innovative marketing and a sustained commitment to creative excellence, demonstrated via impactful work developed in collaboration with agency partners. McDonald’s has consistently set creative benchmarks across APAC, delivering culturally resonant campaigns across diverse markets, from Japan to the Philippines.
With a total of 102 Spikes Awards to its name, McDonald’s has showcased how strategic insight combined with creativity can deliver measurable business results at scale. Its work has repeatedly demonstrated the brand’s ability to balance global consistency with strong local relevance.
In 2025, McDonald’s Japan’s ‘No Smiles’ emerged as one of the standout campaigns at Spikes Asia, winning four Spikes Awards, including the Grand Prix in Entertainment. One of the most decorated works at the awards that year, the campaign highlighted McDonald’s Japan’s ability to seamlessly blend culture, music, and purpose-driven storytelling.
Another notable campaign, ‘Unbranded Menu’ by McDonald’s Philippines, ranks among the brand’s most awarded works at Spikes Asia. In 2023, the campaign won the Grand Prix in Brand Experience & Activation, along with multiple additional awards, transforming McDonald’s presence in gaming culture into a widely celebrated creative platform. Building on this success, ‘Unbranded Menu’ went on to secure the first-ever Grand Prix in the inaugural Gaming category at Spikes Asia 2024, along with recognition in Creative Strategy.
Commenting on the announcement, Atifa Silk, Managing Director, Haymarket Media Asia, said, “McDonald’s continues to show what’s possible when creativity is embraced at scale. Its work across APAC reflects a deep understanding of local cultures while maintaining the strength of a global brand. This recognition celebrates McDonald’s commitment to creativity as a driver of effectiveness and long-term brand growth.”
On receiving the award, Erwin Dito, CMO International Developmental Licensed Markets, McDonald’s, said, “We are incredibly honoured to be named Spikes Asia’s 2026 Advertiser of the Year. Creativity has always been central to how we connect with our customers, and this award reflects the passion and collaboration of our teams and agency partners across the region. We’re proud of the work we’ve created together and excited to continue pushing creative boundaries.”
Simon Cook, CEO, LIONS, added, “McDonald’s demonstrates the power of creativity when it’s embedded throughout an organisation. Their consistent ability to deliver work that is both creatively ambitious and commercially effective makes them a standout and well-deserved honouree for Advertiser of the Year.”
The Advertiser of the Year Award will be presented to Angelina Villanueva, CMO, Asia Business Unit, McDonald’s, at the Spikes Asia Awards Gala at the Capitol Theatre, Singapore, on Thursday, 12 March 2026.
