Spikes Asia unveils its 2024 Creativity Report | News

Spikes Asia, APAC’s premier platform for creative excellence and effectiveness, has released its annual Creativity Report, unveiling the 2024 Agency of the Year by market. The report, accessible to all, showcases the finest creative work chosen by Spikes juries, and includes the expanded rankings for the top-performing networks, agencies, and companies in the region for this year.

Key highlights from the 2024 rankings include Ogilvy clinching the top spot in three markets: India, Mainland China, and Malaysia, while Leo Burnett secured the top position in the Philippines and Taiwan. Choojai and Friends emerged as the leader in Thailand, being the only independent agency to be recognized as Agency of the Year by Market across the Awards.

The Agencies of the Year by Market are 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

Themes explored in the Report include ‘Enhance and enable with AI’, reflecting the growing use of AI in the creative process. Entries utilizing AI more than doubled from 331 in 2023 to 672 in 2024.

This year’s Spikes winners challenged norms and worked to address pressing issues in Asia, such as sustainability and gender bias. Notably, winning work emphasized the importance of building connections through culture, showcasing an understanding of cultural nuances and social platforms to effectively engage audiences. Additionally, humor made a comeback, with winners demonstrating how wit and satire can attract new audiences and boost profits.

Moreover, this year saw a fresh approach to immersive entertainment, utilizing gamification, technology, and craftsmanship to involve audiences in unique brand experiences.

Simon Cook, CEO of Lions, commented on the Report, stating: “We are thrilled to present the 2024 Spikes Asia Creativity Report and celebrate this year’s Awards, which highlight the diverse creativity of Asia and the region’s cultural richness. It is an exciting time for creativity in APAC, and we commend all the shortlisted and winning entries for setting a creative benchmark once again.”

Jaime Ng, festival director of Spikes Asia, added: “The Spikes Asia Creativity Report offers the official rankings for this year’s top-performing networks, agencies, and companies from across the region, reflecting the continuous creativity and specialization in APAC. The themes and trends in the Report showcase APAC’s creative prowess, from AI and gaming to well-being and humor. We extend our gratitude to our jurors for setting the creative standard in APAC.”

The rankings are based on data from the winning and shortlisted entries from 2024. The Spikes Asia Creativity Report is powered by Lions’ intelligence platform, The Work, which houses exceptional creative ideas and provides insights into the creative process. The Report serves as a vital resource for assessing creative excellence and effectiveness for the upcoming year, offering analysis and insights from the winning entries on how brands are innovatively addressing challenges and growing businesses in the region.

Access the complete report for free here. All results for the Spikes Asia Awards can be found here.