Spikes Asia, which is generally recognised as the pinnacle of success in Asia-Pacific for creativity and marketing efficiency, has released the roster of speakers for its highly anticipated 2024 event. This signal a significant milestone for the creative and marketing sectors in the area. At the event that is being held this year, you may anticipate a wide range of expertise and experiences from all facets of the creative spectrum.
A Melting Pot of Creative Minds
Jaime Ng, the Festival Director of Spikes Asia, shared her excitement about the upcoming event: “The 38th edition of Spikes Asia will feature some of the most inspiring speakers and talent from across the region to address the most pressing issues that creatives and marketers across APAC are facing. The programme will focus on creative effectiveness, as well as looking at the cultural shifts taking place across APAC and the impact of new technology, ensuring that our community leaves with the tools and evidence they need to demonstrate that creativity drives progress for business, people and society.”
The Essence of Creative Effectiveness
At the heart of Spikes Asia 2024 will be the exploration of how creativity fuels brand growth and business value. The event will host enlightening sessions from industry giants such as Andrew Robertson of BBDO, who will discuss the importance for APAC brands to blend humor with purpose, and Tanya Malhotra from Uber, focusing on how brands can effectively engage with diverse cultures and audiences. Lex Bradshaw-Zanger of L’Oréal SAPMENA will shed light on the growing influence of short-form videos as a dynamic medium for expression and connection.
Cultural Shifts: Understanding the New Dynamics
As the cultural fabric of APAC continues to evolve at a rapid pace, Spikes Asia 2024 aims to arm delegates with actionable tools for audience engagement. Rica Facundo from WARC will introduce WARC’s inaugural APAC-led global guide, underscoring the critical role of culture in effective marketing. Ada Lazaro of McDonald’s Asia Business Unit will delve into strategies for forging scalable connections with Gen Z across diverse Asian markets. Lazaro remarked,“We can’t wait to share our insights into how McDonald’s is building relationships with consumers in Asia by helping them feel connected to the culture they care about. McDonald’s campaigns don’t feel like marketing, they entertain in playful ways to give people ‘a little bubble of happy’.” Additionally, Ming Wei Ng of Boom Digital Media will examine the burgeoning creator economy and its potential impact for brands in the Asia Pacific.
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Technology’s Role in Creative Evolution
The intersection of creativity and technology will be another key focus of the event. Sir Martin Sorrell of S4 Capital will discuss the convergence of mega-trends, including the role of AI and technology in shaping the future growth of the APAC region. Dhiren Amin from NTUC Income will explore the integration of creativity, technology, and data in transforming marketing strategies. Josephine Tan of Diageo will discuss the rising influence of technology in Asia, noting, “I am looking forward to the exchange on the impact of creativity in Asia, especially what the constant evolution of technology brings to the table and how it changes the game. Very exciting, never a dull moment.”
A Platform for Inspiration and Problem-Solving
Simon Cook, CEO of LIONS, expressed his delight at the upcoming event:“We’re delighted to announce the first set of speakers for Spikes Asia 2024 and bring together an exceptional line-up of talent, as we return to a physical event this year. Bringing the APAC community together to inspire, learn and problem-solve is an important part of Spikes Asia, and we look forward to the discussions that will take place this March.”
As the full content program is being finalized, anticipation builds for what promises to be an insightful and transformative event. For more information on Spikes Asia, visit www.spikes.asia.
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