What’s New for Spikes Asia 2022

Introducing Strategy & Effectiveness Spikes

From 2022, the Spikes Asia Awards - the benchmark for creative excellence since 1986 - will now incorporate the Tangram Awards, and recognise strategy and effectiveness as well as creativity.

The new Strategy & Effectiveness Spikes celebrate how an effective strategy can redefine a brand, reinvent its business, drive results, and influence consumers or wider culture.

Entries should demonstrate exceptional interpretation of the business / brand challenge, breakthrough thinking and transformational problem-solving that led to commercial success.

Introducing Creative Data Spikes

The Creative Data Spikes celebrate the interplay of ideas and information.

Entries should demonstrate how the work was enhanced by the creative and strategic use, interpretation, analysis or application of data and insights. The data-driven strategy must sit at the core of the idea and the results / impact must be clear and robust.

Introducing Social & Influencer Spikes

The Social & Influencer Spikes celebrate creative social thinking and strategic influencer marketing solutions.
Entries should demonstrate how levels of engagement, social reach and the creative use of social media, brand ambassadors and influencers led to commercial success.

Refresh to Creative Effectiveness Spikes

The Creative Effectiveness Spikes celebrate the measurable impact of creative work.

In close collaboration with the industry, our updates for 2022 ensure that the Award accurately reflects the new language of effectiveness, variety of measurable results and breadth of work driving business impact and commercial success. We have also taken principles from the Creative Effectiveness Code created by Lions and WARC to embed the shared language for effectiveness measurement and about creativity and how it drives effectiveness.

Work eligible for the Creative Effectiveness Spikes must have won or been shortlisted at one of the previous three Spikes festivals: 2018, 2019 or 2021. Creative Effectiveness winning work demonstrates the enduring business impact of creativity.

The Creative Effectiveness Spikes categories have been completely rethought and are grouped into three sections to more accurately reflect current and future working practices, Creative Effectiveness: Sectors, Market and Brand Challenges & Opportunities.

The Entry Paper has evolved into an online written submission with expanded questions and opportunities to provide different types of results. Entrants can now also add additional supporting materials to craft a comprehensive case for creative effectiveness.

Retiring Digital Spikes

The Digital Spikes have been retired but don’t worry — work that would have been entered into Digital can now be entered into Brand Experience & Activation, Creative eCommerce, Social & Influencer, Digital Craft and Film. If you are unsure of where to enter your work please get in touch at