Meanwhile Wieden & Kennedy Portland won the Grand Prix in Creative Effectiveness for its Nike work, 'Crazy dreams'.
SPIKES ASIA X CAMPAIGN: CMOs and marketing consultants say the pandemic has brought much needed agility, experimentation and digital thinking to the creative process.
Here are the final shortlists from Spikes Asia. The winners will be announced tonight.
Creative Effectiveness Grand Prix goes to Adam & Eve DDB London for its John Lewis Christmas campaign 'Monty's Christmas'.
In the first of a series exploring creative effectiveness, Jon Steel likens the focus on shares, hashtags, 'likes' and social buzz in modern effectiveness case studies to The Emperor's New Clothes and urges the industry to wear something a little more substantial to truly meet its clients' needs.
Without a robust model for assessing work, clients are not satisfied they can trust agencies to deliver performance-driven results.
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