Spikes Asia Academy

13 - 14 March 2024 | Conrad Centennial Singapore

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A certificate programme for young talent in marketing and creative communications, eager to unlock the power of creativity and reach the next level in their careers.

Academy overview

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Our classroom is a private learning space exclusively for the Academy cohort. We invite the most inspiring talent of the APAC region to sit down over the course of a 2-day learning programme and share their brilliance with you. Instructors are briefed to challenge you and expect to be challenged back. You will engage with award-winning creative work and dive deep into the challenges and opportunities facing the industry today.

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Expect intimate sessions with world-renowned CEOs, CCOs, CMOs, media executives, directors and creative superstars. You will be propelled by ground-breaking ideas and build a world-class peer network as you share ideas, debate, and experience the intensive programme together.

Who is it for?

  • Creatives and brand marketers aged 30 and under (born on or after 14/03/1993)
  • Working professionals based in APAC with at least 1 year of experience in the industry.
  • Working in creative or marketing roles such as Art Directors, Copywriters, Graphic Designers, Journalists, PR Strategists, Freelancers, Brand Managers, Campaign Co-ordinators, Marketing Directors and Social Media Managers, as well as many more
  • Fluent English speakers - all classes take place in English and require discussion and collaboration.
  • Curious thinkers with a passion and enthusiasm to contribute and get involved in discussions about the industry, creative work, trends and challenges.

Academy theme: Fear-proof

Spike Asia Academy's "FEAR PROOF" is a groundbreaking interactive creative thinking course that transforms fear from an inhibiting force into a powerful tool for creativity, motivation, and success. By acknowledging the dual nature of fear - as both a driver of anxiety and a catalyst for heightened awareness and performance - "FEAR PROOF" seeks to help creators harness their fear to unlock their full potential. The program promotes creative intelligence and fosters courage, ambition, and success in all aspects of imagination, turning fear into a valuable resource for personal growth, innovation and achievement.

Topics will include:

  • Embracing the creative process
  • Building emotional resilience
  • Fostering curiosity, creativity and risk-taking
  • Making creativity a habit
  • Storytelling and communication

Academy Deans

Guan Hin Tay

Guan Hin Tay

Creative Chairman

BBDO Singapore

Guan Hin is CCO of BBDO Singapore, a member of the Creative Council for BBDO Asia and a renowned creative in the advertising industry. He founded TGH Collective, prior to which he was Regional CCO at JWT and has worked at agencies including Saatchi & Saatchi and Leo Burnett – on leading global brands including Shell, Johnson & Johnson, Abbott, P&G, HSBC and Unilever.

Known for matching flawless execution with inspiring creative ideas, Guan Hin solves clients’ business challenges and increases market share, whilst staying true to the DNA of their brand. Today he continues to evolve – delivering insightful creativity that builds on innovative digital engagement, increasing brand preference with every project.

Guan Hin has been recognized internationally, regionally and locally for his work, receiving over 300 creative awards. He was the first Asian in SEA to receive the honour of being a Cannes Lions Jury President, and was also the first Asian to lead the prestigious Design & Art Direction show with Clio. He has been Jury President at the Asian Effies and ADFEST, a D&AD Foreman and a One Show Judge.

An advocate for the industry, Guan Hin regularly shares his experiences and knowledge as a keynote speaker at events including: TEDx, Spikes Asia, AdStar, ADFEST, Brand Magic Summit, the One Show and Cannes Lions. He is passionate about mentoring young creative talent – not only founding the first student awards in Singapore, but also training students at the One Show China, and serving as a Mentor for the One Show China Youth Creative Awards in 2019.

Merlee Jayme

Merlee Jayme

Chairmom / Founder

The Misfits Group Manila

Merlee is the world’s one and only Chairmom – a title she holds dear to her heart. For her, it’s a testament to doing the almost impossible task of raising children on one hand, while reaching out to the biggest creative dreams with the other. Of just eight women listed on The Drum’s 2019 Top 100 Chief Creative Officers list, one was Merlee. She has been recognised with the Hall of Fame Award by the 4As Creative Guild, The New York Festivals Creative Achievement Award, and CEO of the Year by the International Association of Business Communicators. She was awarded the inaugural Creative of the Year by Campaign Asia in 2013. In 2022, Campaign Asia’s Women Leading Change awarded her as a Women’s Advancement Champion for her creative work for Diversity, Equity, and Inclusion. And in 2023, she’s the 4As of the Philippines Lifetime Achievement Awardee.

Merlee pushed Dentsu International Asia and Pacific to greater heights as Chief Creative Officer – winning Adfest Network of the Year in 2020 and 2022, as well as Spikes Network of the Year, Cannes Lions Regional Network of the Year, and AD STARS Network of the Year in 2021. Her work pushes insights, innovation and inspires creative collaboration. As Dentsu Jayme Syfu and Dentsu One Manila’s Chairmom, she’s won major awards including a Mobile Lions Grand Prix at Cannes Lions, Gold and Silver Outdoor Lions, and Grand CLIO, LIA, The One Show, and yellow D&AD pencils. Beyond awards, she has led her agencies to win critical accounts like Coca-Cola, Nestle, Jollibee Foods, and Dole Food Company.

To date, Merlee is a sought-after international speaker and opinion leader. Her global speaking engagements include appearances in London, Busan, Cannes, Amsterdam, Tokyo, and Rovinj, Croatia. Most recently, Merlee served as the keynote speaker in Kuala Lumpur, Malaysia – delivering her talk ‘Welcome to your Courage Zone’ at the Petronas Kancil Awards.

A seasoned judge in awards shows, last year she was D&AD Jury President for Radio and Audio, ADFEST Grand Jury President, a Jury member in the prestigious Titanium Jury at Cannes Lions and London International Award juror for the Non-Traditional Category. She launched her second book, Chairmom, last September, tackling the topic of successfully combining motherhood and a dream career. Her first book, Everyone Can Be Creative, is a handbook for all up-and-coming creatives. She is one of CNN’s Leading Women, a mom to four creative girls and an inspiration in breaking the glass ceiling time and time again. This year, she’s pursuing her passion to create a safe space for diversity, equity, and inclusion in the creative industry. She’ll soon launch a training camp for the neurodivergent to be given the opportunity to work in the advertising world – helping fulfil her lifelong vision of creativity for all.

Speakers

Andreas Krasser

Andreas Krasser

CEO

DDB Group Hong Kong

Andy Greenaway

Andy Greenaway

CCO, Partner

Rumble, Singapore

Angela Bassichetti

Angela Bassichetti

Head of Creative Shop APAC

Meta, Singapore

Anusheela Saha

Anusheela Saha

Executive Creative Director

FCB India

Atiya Zaidi

Atiya Zaidi

CEO and Chief Creative Officer

BBDO Pakistan

Christian Chua

Christian Chua

Owner

Christian Chua Training Academy

Dissara Ohm Udomdej

Dissara Ohm Udomdej

CEO & Creative Founder

Yell Advertising

Johnny Tan

Johnny Tan

Chief Creative Officer, Southeast Asia

Accenture Song, Singapore

Ming Wei Ng

Ming Wei Ng

CEO

Boom Digital Media

Rebecca Nadilo

Rebecca Nadilo

Managing Director

Iris Singapore

Shaun Tay

Shaun Tay

Co-owner & Chief Executive Officer

FCB SHOUT, Malaysia

Spikes Academy Programme

Wednesday 13 March Fearproof the Future
8:00-9:30 Arrival & Registration in Foyer
9:30-10:15 Welcome – Academy Deans
10:15-10:45 Keynote – Christian Chua
10:45-11:00 Coffee break
11:00-12:00 The Future Panel – Rebecca Nadilo, Dissara Ohm Udomdej and Nikhil Sandhu
12:00-12:30 Reflections & Learnings – Academy Deans
12:30-1:50 Lunch
2:10-2:35 Conference session: “Insights into Japan: Success in a Taboo Market”
3:00-4:45 The Social Workshop – Ming Wei Ng
4:45-5:00 Reflections & Learnings – Academy Deans
5:45-7:00 Conference happy hour
Thursday 14 March Fearproof Yourself
9:00-09:45 Reflections on day 1 and fearproofing yourself
09:45-10:15 Keynote – Uma Rudd Chia
10:30-10:45 Coffee break
10:45-11:45 The Growth Panel – Atiya Zaidi, Shaun Tay, Angela Bassichetti
11:45-1:00 The Workshop – Andy Greenaway
1:00-2:00 Lunch
2:00-2:30 Reflections & Learnings – Academy Deans
2:30-2:55 Conference session: “Be Fearless in the Face of AI - An Exclusive Conversation with Sir Martin Sorrell”
3:00-4:15 Fearproof your Work (Ask Me Anything) – Andreas Krasser, Anusheela Saha and Johnny Tan
4:15-5:00 Reflections, Learnings & Celebration – Academy Deans