Analysis
Purpose, laughs, and boppable tunes: Spikes jury members assess this year's entries
SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.
How to tell engaging short-form stories
To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.
Spikes Asia Awards 2021: Campaign's contenders 3
As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.
With Gangs in charge, how will Essence fare?
AGENCY REPORT CARD: T. Gangadhar (aka 'Gangs') took over from Kyoko Matsushita as the GroupM agency's APAC head in 2020. Could he help sustain Essence's success in a difficult year?
Creativity is key to driving sustainable living
SPIKES ASIA X CAMPAIGN: Active consumer demand for sustainable living is lagging regulations and technology, and this is an opportunity for the creative business to make a real, positive impact.
Greater precision and effectiveness with AI
SPIKES ASIA X CAMPAIGN: Embark on a journey to discover and push the boundaries of alternative applications of AI in connecting the trinity of the brand, the media and the creative to propel marketing effectiveness.
China's media dystopia
SPIKES ASIA X CAMPAIGN: A panel from Mindshare imagines the various potential fates of media in the world’s most advanced digital market, China, based on the emerging technologies and changing consumer trends we see today.
Upcycling creative content: Making the most out of the least
SPIKES ASIA X CAMPAIGN: Business and creative experts explores a leaner, meaner, more cost-efficient, and more agile creative methodology.
Turning chaos into clarity
SPIKES ASIA X CAMPAIGN: Daniela Bogoricin, Director of Twitter Next APAC, walks us through a selection of the best campaigns on Twitter across the region in 2020, and explores what made them stand out.
Up-skill it to kill it
SPIKES ASIA X CAMPAIGN: In this roundtable, award-winning Ogilvy creatives share their tips on how to stay fresh and relevant.
Spikes Asia Awards 2021: Campaign's contenders 2
As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.
MediaMonks: Maybe not an agency, still a force to be reckoned with
AGENCY REPORT CARD: We rate the S4 Capital company for the first time.
How British American Tobacco sells nicotine to young people
n this report by the Bureau of Investigative Journalism, Campaign reveals the marketing strategies used by tobacco companies to maintain the market for nicotine products.
Spikes Asia: Inside the jury room
SPIKES ASIA X CAMPAIGN: Four jury members share nine trends from this year's entries, along with video examples and insights into what makes great work great.
Creative in a crisis
SPIKES ASIA X CAMPAIGN: There can be significant benefit brands that engage during tough times with authenticity and stay true to their values—but there are also risks, explains TripAdvisor's David Vu.
Designing purposeful platforms for a more human future
SPIKES ASIA X CAMPAIGN: R/GA and Unilever explain what is a 'purpose platform' and what is not, how to find an 'active purpose' that is true and authentic, and why purposeful brand building is essential for long-term sales growth.
Will e-commerce kill creativity?
SPIKES ASIA X CAMPAIGN: When marketplace-only search becomes the primary method of access, you will only get ‘one-shot’ at brand preference. MediaCom's Josh Gallagher talks about creating magic in conversion moments.
Economics of culture
SPIKES ASIA X CAMPAIGN: Hear directly from Singapore Tourism Board and Manulife about how to identify and interrogate a wide variety of datasets—looking for signals that can indicate potential opportunities.
Evolving strategies for the new path to purchase
SPIKES ASIA X CAMPAIGN: Shifting consumer behaviour in the last 12 months has meant marketers everywhere have had to re-strategise and accelerate digital transformation. Which 'new normal' consumer trends are here to stay?
Brave new normal: Creative trends for 2021
SPIKES ASIA X CAMPAIGN: Merlee Jayme, global president of Dentsu Mcgarrybowen, shares insights from her global career and from 'Brave New Normal', Dentsu’s creative trends report, to review 2020 and make predictions for 2021.
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