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. This marks the second time the brand has received the accolade, having first won it in 2018.
The Spikes Asia 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.
With 102 Spikes Awards won to date, McDonald’s has demonstrated how culturally resonant campaigns, combined with strategic insight and creativity, can deliver measurable business results.
In 2025, McDonald’s Japan’s ‘No Smiles’ emerged as a standout campaign at Spikes Asia, winning four awards, including the Grand Prix in Entertainment. One of the most decorated works that year, the campaign highlighted McDonald’s Japan’s ability to blend culture, music and purpose-driven storytelling.
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 won the Grand Prix in Brand Experience & Activation, alongside multiple additional awards, transforming McDonald’s presence in gaming culture into a widely celebrated creative 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.
Commenting on the announcement, Atifa Silk, managing director of Haymarket Media Asia, said “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 Ceremony at the Capitol Theatre in Singapore on Thursday, March 12, 2026. Further information on the Spikes Asia Awards Show and how to attend is available online.
Source: Campaign Asia-Pacific
