Spikes Asia publishes its 2024 Creativity Report
Top Agencies of the Year by Market are revealed
28 March 2024 - Spikes Asia, APAC’s leading platform for creative excellence and effectiveness, has published its annual Creativity Report, which reveals the 2024 Agency of the Year by market. The Report, which is available to everyone, shines a light on the best creative work, as selected by Spikes Juries, and includes the expanded rankings for this year’s top-performing networks, agencies and companies from the region.
Highlights from the 2024 rankings include Ogilvy securing the top rank across three markets, India, Mainland China and Malaysia, and Leo Burnett across two for the Philippines and Taiwan. Choojai and Friends took the lead for Thailand, the only independent agency to rank for Agency of the Year by Market across the Awards.
Agency of the Year by Market were as follows:
Australia: VML, Melbourne
India: Ogilvy, Mumbai
Japan: Dentsu Inc., Tokyo
Mainland China: Ogilvy, Shanghai
Malaysia: Ogilvy, Kuala Lumpur
New Zealand: DDB New Zealand, Auckland
The Philippines: Leo Burnett, Manila
Singapore: BLKJ HAVAS, Singapore
South Korea: Cheil Worldwide, Seoul
Taiwan: Leo Burnett, Taipei
Thailand: Choojai and Friends, Bangkok
The themes covered in the Report include the following: Enhance and enable with AI, reflective of the increased number of companies using AI in the creative process. Entries using AI more than doubled year on year, from 331 in 2023 to 672 in 2024. This year’s Spikes winners challenged and shifted mindsets to help tackle Asia’s most urgent briefs, including sustainability and gender bias. Another prominent theme proved how brands needed to build connections through culture – winning work showed how brands had understood culture and the nuances of different platforms and social memes, so they had the best chance of connecting with audiences. Humour: The revival, Spikes winners showed how a light touch, satire and spinning a flaw into a feature can engage new audiences and increase profit margins. Finally, work this year saw a new approach to immersive entertainment – gamification, technology and craft were used to involve audiences in engaging brand-led experiences.
Speaking about the Report, Simon Cook, CEO, LIONS, said: “We’re delighted to release the 2024 Spikes Asia Creativity Report and reflect on this year’s Awards, which show the brilliant diversity of Asian creativity along with the region’s local cultural nuances. It’s an exciting time for creativity in APAC, and it’s inspiring to see the region’s commitment to creativity. I’d like to congratulate all shortlisted and winning work for setting the creative benchmark for another year.”
Jaime Ng, Festival Director, Spikes Asia, added: “The Spikes Asia Creativity Report provides the official, expanded rankings for this year’s top-performing networks, agencies and companies from across the region, and we’re excited to be able to share this with our APAC community. The themes and trends in the Report reflect how APAC continues to be a creative powerhouse and the many specialisms that have emerged from the body of the winning work, such as AI, gaming, well-being and humour. A huge thank you to our Jurors for their expertise in setting the creative benchmark in APAC.”
The rankings are compiled using data from Spikes-winning and shortlisted work from 2024. The Spikes Asia Creativity Report is powered by LIONS' intelligence platform, The Work, housing the world’s most extraordinary creative thinking with insights into how it was briefed, researched, produced and crafted. The Report is an essential tool for benchmarking creative excellence and effectiveness for the year ahead, sharing analysis and insights from the winning work and lessons on how brands are growing businesses and tackling some of the region’s most challenging problems in innovative ways.
Access the full report, for free, here.
All results for the Spikes Asia Awards can be found at https://www.lovethework.com/work-awards/awards/spikes-asia.
Highlights from the 2024 rankings include Ogilvy securing the top rank across three markets, India, Mainland China and Malaysia, and Leo Burnett across two for the Philippines and Taiwan. Choojai and Friends took the lead for Thailand, the only independent agency to rank for Agency of the Year by Market across the Awards.
Agency of the Year by Market were as follows:
Australia: VML, Melbourne
India: Ogilvy, Mumbai
Japan: Dentsu Inc., Tokyo
Mainland China: Ogilvy, Shanghai
Malaysia: Ogilvy, Kuala Lumpur
New Zealand: DDB New Zealand, Auckland
The Philippines: Leo Burnett, Manila
Singapore: BLKJ HAVAS, Singapore
South Korea: Cheil Worldwide, Seoul
Taiwan: Leo Burnett, Taipei
Thailand: Choojai and Friends, Bangkok
The themes covered in the Report include the following: Enhance and enable with AI, reflective of the increased number of companies using AI in the creative process. Entries using AI more than doubled year on year, from 331 in 2023 to 672 in 2024. This year’s Spikes winners challenged and shifted mindsets to help tackle Asia’s most urgent briefs, including sustainability and gender bias. Another prominent theme proved how brands needed to build connections through culture – winning work showed how brands had understood culture and the nuances of different platforms and social memes, so they had the best chance of connecting with audiences. Humour: The revival, Spikes winners showed how a light touch, satire and spinning a flaw into a feature can engage new audiences and increase profit margins. Finally, work this year saw a new approach to immersive entertainment – gamification, technology and craft were used to involve audiences in engaging brand-led experiences.
Speaking about the Report, Simon Cook, CEO, LIONS, said: “We’re delighted to release the 2024 Spikes Asia Creativity Report and reflect on this year’s Awards, which show the brilliant diversity of Asian creativity along with the region’s local cultural nuances. It’s an exciting time for creativity in APAC, and it’s inspiring to see the region’s commitment to creativity. I’d like to congratulate all shortlisted and winning work for setting the creative benchmark for another year.”
Jaime Ng, Festival Director, Spikes Asia, added: “The Spikes Asia Creativity Report provides the official, expanded rankings for this year’s top-performing networks, agencies and companies from across the region, and we’re excited to be able to share this with our APAC community. The themes and trends in the Report reflect how APAC continues to be a creative powerhouse and the many specialisms that have emerged from the body of the winning work, such as AI, gaming, well-being and humour. A huge thank you to our Jurors for their expertise in setting the creative benchmark in APAC.”
The rankings are compiled using data from Spikes-winning and shortlisted work from 2024. The Spikes Asia Creativity Report is powered by LIONS' intelligence platform, The Work, housing the world’s most extraordinary creative thinking with insights into how it was briefed, researched, produced and crafted. The Report is an essential tool for benchmarking creative excellence and effectiveness for the year ahead, sharing analysis and insights from the winning work and lessons on how brands are growing businesses and tackling some of the region’s most challenging problems in innovative ways.
Access the full report, for free, here.
All results for the Spikes Asia Awards can be found at https://www.lovethework.com/work-awards/awards/spikes-asia.
ENDS
Notes to editors
Contacts:
Jaime Ng
Festival Director
Spikes Asia
JaimeN@spikes.asia
Camilla Lambert
PR Director
Spikes Asia
CamillaL@canneslions.com
Tash Naidoo
Senior PR Manager
Spikes Asia
TashN@canneslions.com
Press Portal:
Press.canneslions.com
Awards Entries:
awards@spikes.asia
About Spikes Asia:
Spikes Asia, the home of Asia-Pacific creativity, is the region’s oldest and most prestigious awards for creative advertising. Building on over 35 years of the illustrious Spikes Awards and Tangrams Strategy & Effectiveness Awards, Spikes Asia is the result of a collaboration between Ascential, the organiser of Cannes Lions and Haymarket, publisher of Campaign Asia-Pacific.
Spikes Asia celebrates creative excellence in the Asia-Pacific region alongside learning and networking opportunities. The Awards serve as the definitive benchmark for creative excellence, marketing strategy and effectiveness in Asia-Pacific.
www.spikes.asia
About Ascential:
Ascential delivers specialist information, analytics and events to the world's leading consumer brands and their ecosystems. Our world-class businesses improve performance and solve customer problems by delivering immediately actionable information combined with visionary longer-term thinking across Product Design, Marketing and Retail & Financial Services.
We serve customers in over 120 countries, bringing local knowledge and connections to our global customer base. Ascential is listed on the London Stock Exchange.
www.lionscreativity.com | www.canneslions.com | www.ascential.com
About Haymarket:
Haymarket Media Group creates award-winning specialist content and information for international audiences. The company has more than 70 market-leading brands created by world-class experts in locations in the UK, the US, Hong Kong, Singapore, India and Germany. Haymarket’s consumer and professional brands connect people and communities across digital, mobile, print and live/virtual media platforms. Although Haymarket’s portfolio is diverse, its mission is the same across borders and markets: to deliver brand experiences which truly meet the needs of its audiences and clients. Haymarket’s brands include Campaign, PRWeek, What Car?, Autocar, AsianInvestor and Finance Asia.
www.haymarket.com
Notes to editors
Contacts:
Jaime Ng
Festival Director
Spikes Asia
JaimeN@spikes.asia
Camilla Lambert
PR Director
Spikes Asia
CamillaL@canneslions.com
Tash Naidoo
Senior PR Manager
Spikes Asia
TashN@canneslions.com
Press Portal:
Press.canneslions.com
Awards Entries:
awards@spikes.asia
About Spikes Asia:
Spikes Asia, the home of Asia-Pacific creativity, is the region’s oldest and most prestigious awards for creative advertising. Building on over 35 years of the illustrious Spikes Awards and Tangrams Strategy & Effectiveness Awards, Spikes Asia is the result of a collaboration between Ascential, the organiser of Cannes Lions and Haymarket, publisher of Campaign Asia-Pacific.
Spikes Asia celebrates creative excellence in the Asia-Pacific region alongside learning and networking opportunities. The Awards serve as the definitive benchmark for creative excellence, marketing strategy and effectiveness in Asia-Pacific.
www.spikes.asia
About Ascential:
Ascential delivers specialist information, analytics and events to the world's leading consumer brands and their ecosystems. Our world-class businesses improve performance and solve customer problems by delivering immediately actionable information combined with visionary longer-term thinking across Product Design, Marketing and Retail & Financial Services.
We serve customers in over 120 countries, bringing local knowledge and connections to our global customer base. Ascential is listed on the London Stock Exchange.
www.lionscreativity.com | www.canneslions.com | www.ascential.com
About Haymarket:
Haymarket Media Group creates award-winning specialist content and information for international audiences. The company has more than 70 market-leading brands created by world-class experts in locations in the UK, the US, Hong Kong, Singapore, India and Germany. Haymarket’s consumer and professional brands connect people and communities across digital, mobile, print and live/virtual media platforms. Although Haymarket’s portfolio is diverse, its mission is the same across borders and markets: to deliver brand experiences which truly meet the needs of its audiences and clients. Haymarket’s brands include Campaign, PRWeek, What Car?, Autocar, AsianInvestor and Finance Asia.
www.haymarket.com
