Mixed results for India as Spikes Asia gets underway

16 Sep,2013


By A Correspondent


Better known as the Cannes of the East, the Spikes Asia Festival of Creativity is no new international adfest. It was set up way back in 1987 as the Asian Advertising Awards by Media Magazine. It was held in Hong Kong and for seven years thereafter. It later moved to Bali and finally to Singapore.


Then, 21 years after inception, it got relaunched as Spikes Asia, following a collaboration between Haymarket, publishers of Media magazine now called Campaign Asia, and the organizers of the Cannes Lions. The proceedings take place in Singapore’s Suntec City.


There are various other festivals in Asia, as they are on an international level, but Spikes has grown much in stature. This year, over 1800 industry professionals from 28 countries are said to be attending the three days of learning, insights, celebration and networking. Honouring Asia-Pacific’s creative excellence in advertising and communications, this year a total of 4832 entries have been received for the Awards which are judged by leading international and regional creatives and industry experts. The best creative work in the categories of Film, Print, Outdoor, Radio, Digital, Integrated, Direct, Promo & Activation, Media, Print & Poster Craft, Film Craft, Design, Mobile, PR, Branded Content & Entertainment and Creative Effectiveness are awarded.


Australia has submitted the most entries with 710, followed by China with 679, Japan with 622, Singapore with 520, India with 509 and Hong Kong with 307 entries. Entries have been submitted into 16 different awards categories: Film (373), Print (565), Outdoor (762), Radio (154), Media 447), Direct (342), Promo & Activation (385), Digital (273), Print & Poster Craft (368), Film Craft (331), Design (263), PR (195), Mobile (124), Integrated (58), Branded Content & Entertainment (161), and Creative Effectiveness (31). Note the number of overall entries has reduced a wee bit and so have the entries from India.


As many as 77 industry practitioners from APAC and beyond that make up the 10 juries will soon cast their votes and decide on who will take home the coveted Spikes awards. Leading the juries are: Tham Khai Meng, Worldwide Chief Creative Officer of Ogilvy & Mather and Chairman of Ogily’s Worldwide Creative Council (Film, Print, Outdoor and Radio plus Integrated); Jose Miguel Sokoloff, Chairman of Lowe SSP3 and President Creative Council of Lowe Worldwide (Direct and Promo & Activation); Masaru Kitakaze, Executive Creative Director and Corporate Officer of Hakuhodo (Digital and Mobile);  Mike Cooper, Worldwide CEO of PHD (Media); Derek Lockwood, Worldwide Director of Design, Saatchi & Saatchi (Design); Lynne Anne Davis, President and Senior Partner, Asia Pacific, FleishmanHillard (PR); Lo Sheung Yan, Chairman, Asia Pacific Creative Council, JWT (Craft); Anthony Freedman, Group CEO of Host, Sydney (Branded Content & Entertainment); and Jarek Ziebinski, President, Leo Burnett Asia Pacific (Creative Effectiveness). There are six Indian jurors in the 78 (in no specific order): Josy Paul, Sanjiv Sharma, Sudhir Sharma, Chandrasekar Radhakrishnan, Pratap Bose and Ajit Varghese


“This is an extraordinary amount of work that will require the full attention of the talented juries as they unite to select the best pieces of creative communications being produced in the APAC region,” says Philip Thomas, CEO of Lions Festivals.  “The winning work which will drive inspiration and push the industry forward, will not only have an impact at a regional level, but also globally. We eagerly look forward to the results of Spikes 2013.”  The winners will be revealed during the Spikes Asia awards ceremony on Tuesday, September 17.


Day 1 and 2 of Spikes Asia had an interesting set of speakers, but all eyes were on the shortlists that were declared in two instalments. India drew a blank in Radio, Digital, Mobile and Branded Content/Entertainment. But the news from the shortlists is no great shakes for India. There’s just one in Promotions and Activations, two each in Direct and Film, PR gets three (and these are not PR agencies), Design gets six, Media has eight (including some in digital and mobile which didn’t get a mention in the digital and mobile shortlists, Print gets 14 and Outdoor is the big one with 26. The tally thus far has 62 shortlists.


It’s too early to do an agency-wise analysis. It would perhaps be more appropriate once the final results are out tomorrow (Tuesday, Sep 15) evening. The rest of the shortlists will also be announced tomorrow, which is the last day of Spikes Asia.





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