Context, Community, Commerce and Creativity. According to Todd Sampson, CEO of Leo Burnett Australia in his presentation to the audience at Spikes Asia, these are essential elements of an advertising campaign. These principles could equally be applied to the reasons for the success of Spikes Asia 11 Advertising Festival held in Singapore on 18th-20th September.
The programme for this event certainly answered the above criteria. There were 1,700 registered delegates from the advertising and related industries making up the audience. It was an opportunity to meet people from the advertising community from all over Asia as well as from Europe, the Middle East and USA. Ogilvy & Mather, JWT, Lowe Asia Pacific, McCann Worldgroup, and Starcom MediaVest threw open their doors and invited the delegates to network and party at the end of the first full day.
The organisers of the show – Cannes Lions people – managed to attract 3,647 entries which combined with the delegates fees should have made this event a commercial success. A well-deserved reward for a lot of hard work which went into the conferences and award show. But beyond this, a festival like Spikes Asia does spark off partnerships across national boundaries.
Finally, we come to creativity. This was the subject which popped up in nearly all the presentations and, of course, was highlighted in the exhibition of finalists and the Spikes Asia awards presentation on the last night. The Gold and Grand Prix winners were invited to go on stage at Singapore’s Theatre on the Bay to receive the accolades.
The delegates, winners, speakers and jury members retired after the presentation of the awards to a party at the IndoChine Waterfront sponsored by Leo Burnett to celebrate further.
There were couple of presentations which were received enthusiastically. Todd Sampson of Leo Burnett was mentioned earlier. His presentation was entitled ‘Creativity and Fear’. He was a very good speaker and held us enthralled with his tales of being trapped on a mountain and meetings with Sir Edmund Hillary. DDB sponsored Joel Cohen who has worked on The Simpsons series for over 10 years. Cohen can not only write with humour but can deliver lines with impeccable comedic timing. Jeff Benjamin of Crispin Porter + Bogusky who was the President of the Digital and Mobile jury, said we had to Invent or Die. He pointed out historically it takes time for culture to catch up with inventions. Currently we are in a revolution fuelled by invention. Digital has moved from being a novelty to something we use every day in our lives. These are just three of speakers and panellist who contributed to this event.
Spikes Asia, after a shaky start three years ago, is emerging as a major event for industry in Asia. This year it was well organised with a good spread of speakers who were on and off stage with clockwork precision.
We should award the Grand Prix to Cannes Lions and Haymarket Press for putting on an excellent show.
Click on each category to download the winners list.