Creativity thrives when we come together. And across APAC, creativity has never been more essential.
APAC is one of the world’s most influential creative regions, yet we’re operating through a period of change: economic pressure, rapid AI acceleration, shifting audience expectations, and widespread consolidation reshaping the agency landscape. In this moment, creativity is central to how brands stay relevant, trusted and connected.
And now we have the data that proves it. New research from Lions, ANA and PwC, unveiled at the CMO Growth Council Summit in Orlando, confirms that creativity and marketing excellence directly drive enterprise value. The study - one of the most comprehensive ever conducted - analysed five years of Cannes Lions‑winning work, Interbrand brand value rankings, and data from 600 publicly listed companies.
The research found that companies that excel at marketing deliver 79% greater shareholder value over five years, outperform the S&P 500 by 8.8 percentage points annually, and see 3X higher brand value for creatively awarded brands. When applied strategically, AI can even double profitability by acting as a catalyst for growth.
This is the clearest validation yet that creativity is a growth engine – not a “nice to have.”
But creativity doesn’t thrive in isolation. It thrives when the industry comes together to debate, to share, to learn and to push standards forward.
Introducing Spikes Asia Week 2026
Spikes Asia Week 2026 is designed as a place where APAC’s creative community can learn, collaborate and chart a clear path forward.
1. Exploring the future of the industry
AI is transforming the way we work. Platforms are reshaping how people discover and engage with brands. Consolidation is blurring roles across agencies, consultancies and production partners – but at the same time, APAC’s impact on global creativity and culture has never been stronger.
We’re introducing the Spikes Asia Creative Campus at the National Design Centre – a space where agencies and marketers will come together for hands‑on learning, emerging tools, open conversations and practical future‑focused sessions.
2. Supporting and elevating the next generation
We are consistently hearing that emerging talent wants direction, access and opportunity. Spikes Asia Week continues its commitment to next‑gen talent through the Young Spikes Competition, as well as mentoring, and partner-led sessions designed to build confidence, capability and community.
3. Celebrating creative excellence
The week culminates in the Spikes Asia Awards Ceremony at the iconic Capitol Theatre, honouring the region’s most impactful and innovative work – work that shows what creativity makes possible when it’s aligned with culture, humanity and growth.
Why now?
APAC is bold, diverse and globally influential, but the challenges and opportunities ahead are shared. The future of creativity in this region will be shaped by those who collaborate across borders, disciplines and generations.
Spikes Asia Week 2026 exists to create that space for connection, candour and collective progress.
Entries for the Spikes Asia Awards are still open, and registrations for the Creative Campus, Awards Gala and Young Spikes are open now.
We look forward to welcoming the region to Singapore and shaping the future of creativity together.
Secure your spot for Spikes Asia Week now.
Melanie Speet is the director of Spikes Asia.
