Spikes Asia announces McDonald’s as its 2026 Advertiser of the Year
The global brand is recognised for its creative ambition and impact across APAC
5 February 2026 - Spikes Asia, APAC’s most prestigious and sought-after award for creativity and marketing effectiveness, has announced McDonald’s as its 2026 Advertiser of the Year – the second time the brand has taken home this accolade, the first being in 2018.
Spikes Asia’s Advertiser of the Year Award recognises a brand that has distinguished itself through innovative marketing and a strong commitment to creative excellence, demonstrated through impactful work produced in collaboration with its agency partners. McDonald’s has consistently set the benchmark across APAC, showcasing creative excellence across diverse markets in the region from Japan to the Philippines. Having been awarded 102 Spikes Awards in its history, McDonald’s has shown how their culturally resonant campaigns, combined with strategic insight and creativity, have shown measurable business results.
In 2025, McDonald’s Japan’s ‘No Smiles' emerged as a standout campaign at Spikes Asia, winning four Spikes Awards, including the Grand Prix in Entertainment. One of the most decorated works at the Awards that year, ‘No Smiles' highlighted McDonald’s Japan’s ability to seamlessly blend culture, music and purpose-driven storytelling in the region.
Other notable work includes ‘Unbranded Menu’ by McDonald’s Philippines, one of the brand’s most awarded campaigns at Spikes Asia. In 2023, the campaign took home the Grand Prix in Brand Experience & Activation alongside multiple additional awards, transforming McDonald’s presence in gaming culture into a highly creative and widely celebrated experience. Building on this success, ‘Unbranded Menu’ went on to claim the first-ever Grand Prix in the inaugural Gaming category at Spikes Asia 2024, as well as recognition in Creative Strategy, further extending its regional accolades.
Atifa Silk, Managing Director, Haymarket Media Asia, commented: “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 taking place at the Capitol Theatre, Singapore on Thursday 12 March 2026.
Further information on the Spikes Asia Awards Gala and how to attend can be found here.
ENDS
Notes to editors
Contacts:
Camilla Lambert
PR Director
LIONS
Camillal@canneslions.com
Tash Naidoo
Senior PR Manager
LIONS
Tashn@canneslions.com
Assets:
You can download assets to use in you reporting here.
Press Portal:
press.canneslions.com
Awards enquiries:
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, part of the Informa Group and 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 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
About LIONS
LIONS is the global platform that champions creativity and marketing effectiveness for growth. We help businesses grow through creative marketing that matters.
We know that creativity can and should be applied across the full marketing mix. Creativity is an impactful business driver - and when it's integrated with a culture of effectiveness, it's a competitive advantage.
Backed by over 150 years of experience and evidence, Cannes Lions, WARC, Effie, Contagious and Acuity - provides the global marketing industry with the definitive benchmarks, intelligence, training and tailored advice needed to grow.
LIONS is part of Informa PLC.
www.lions.co
About Informa
Informa PLC is a leading international B2B events, digital services and academic research group.
We champion specialists. Through hundreds of market-leading brands, we connect people with knowledge so they can learn more, know more and do more.
We operate in over 30 countries and serve businesses and professionals working in over a dozen specialist markets.
Informa is listed on the London Stock Exchange and is a member of the FTSE 100.
www.informa.com
Spikes Asia’s Advertiser of the Year Award recognises a brand that has distinguished itself through innovative marketing and a strong commitment to creative excellence, demonstrated through impactful work produced in collaboration with its agency partners. McDonald’s has consistently set the benchmark across APAC, showcasing creative excellence across diverse markets in the region from Japan to the Philippines. Having been awarded 102 Spikes Awards in its history, McDonald’s has shown how their culturally resonant campaigns, combined with strategic insight and creativity, have shown measurable business results.
In 2025, McDonald’s Japan’s ‘No Smiles' emerged as a standout campaign at Spikes Asia, winning four Spikes Awards, including the Grand Prix in Entertainment. One of the most decorated works at the Awards that year, ‘No Smiles' highlighted McDonald’s Japan’s ability to seamlessly blend culture, music and purpose-driven storytelling in the region.
Other notable work includes ‘Unbranded Menu’ by McDonald’s Philippines, one of the brand’s most awarded campaigns at Spikes Asia. In 2023, the campaign took home the Grand Prix in Brand Experience & Activation alongside multiple additional awards, transforming McDonald’s presence in gaming culture into a highly creative and widely celebrated experience. Building on this success, ‘Unbranded Menu’ went on to claim the first-ever Grand Prix in the inaugural Gaming category at Spikes Asia 2024, as well as recognition in Creative Strategy, further extending its regional accolades.
Atifa Silk, Managing Director, Haymarket Media Asia, commented: “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 taking place at the Capitol Theatre, Singapore on Thursday 12 March 2026.
Further information on the Spikes Asia Awards Gala and how to attend can be found here.
ENDS
Notes to editors
Contacts:
Camilla Lambert
PR Director
LIONS
Camillal@canneslions.com
Tash Naidoo
Senior PR Manager
LIONS
Tashn@canneslions.com
Assets:
You can download assets to use in you reporting here.
Press Portal:
press.canneslions.com
Awards enquiries:
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, part of the Informa Group and 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 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
About LIONS
LIONS is the global platform that champions creativity and marketing effectiveness for growth. We help businesses grow through creative marketing that matters.
We know that creativity can and should be applied across the full marketing mix. Creativity is an impactful business driver - and when it's integrated with a culture of effectiveness, it's a competitive advantage.
Backed by over 150 years of experience and evidence, Cannes Lions, WARC, Effie, Contagious and Acuity - provides the global marketing industry with the definitive benchmarks, intelligence, training and tailored advice needed to grow.
LIONS is part of Informa PLC.
www.lions.co
About Informa
Informa PLC is a leading international B2B events, digital services and academic research group.
We champion specialists. Through hundreds of market-leading brands, we connect people with knowledge so they can learn more, know more and do more.
We operate in over 30 countries and serve businesses and professionals working in over a dozen specialist markets.
Informa is listed on the London Stock Exchange and is a member of the FTSE 100.
www.informa.com
