The Spikes Asia Festival of Creativity has announced that a total of 3945 entries were received in the Spikes Asia Awards 2019, holding strong in a year when many marketing communications awards shows are under pressure.
While many agencies globally have become more selective with their awards entry choices, with some even taking complete albeit temporary pauses, spikes festival director Joe Pullos says the fact that Spikes has nearly equalled last year's tally is a "fantastic result and we're really pleased with it."
The branded marketing communications industry is shifting and diversifying globally, as well as regionally in APAC, and this is reflected in the Spikes Asia entries results for 2019. This year Spikes Asia made over 45 category changes to the awards to accurately reflect the current APAC industry landscape.
The new Creative eCommerce Spike saw a strong start in its first year, receiving a total of 53 entries. The Creative Effectiveness Spike, the award that underpins the business value of creativity, attracted increased submissions (up 14% YoY), demonstrating that the need to prove the commercial value of creativity remains crucial.
There were also big increases in other key categories this year, with the PR Spike seeing a 30% gain, highlighting the importance of a brand story to business success. The Brand Experience & Activation Spike was also up (14%) with a total of 450 entries. The rise in the Film Spikes, meanwhile, which received 416 entries (up 15%), reflected how film continues to be an increasingly popular medium for marketers to engage audiences through brilliant storytelling. These categories have risen against traditional awards such as Print & Publishing, Print & Outdoor Craft and Outdoor, which have seen a slight decline in entries this year.
Among entrants, Spikes saw a particularly strong representation from independent agencies in 2019. Brand entrants were also up sharply—rising 46%—while media owners grew 39%.
“The continued strength of the Spikes Asia Awards demonstrates a flourishing industry across APAC," said Pullos. "As the industry continues to shift, so do the awards, and it’s exciting to see how new disciplines are emerging, while traditional ones—like film—remain so strong in driving growth for clients. The rise in Creative Effectiveness Spike entries indicates the importance of benchmarking the value of creativity in the boardroom, for clients and agencies.”
While the Spikes Awards received entrants from across Asia Pacific, the data shows particularly strong engagement from South Korea, Japan and New Zealand this year.
The Spikes Awards will be judged and awarded at the Festival, taking place from 25-27 September 2019 at Suntec, Singapore, and the winners will be celebrated at an evening Awards Show, which closes the Festival.