Spikes Asia Creative Campus

The Spikes Asia Creative Campus is a one‑day learning experience for anyone looking to understand how creativity drives modern marketing across both B2C and B2B. Led by industry experts, the programme offers practical guidance on how creativity builds brands, earns trust, and creates real impact in a world that is undergoing incredible transformation.

Throughout the day, you’ll explore the trends shaping today’s creative landscape, from short‑form video and online commerce to storytelling, AI‑powered creativity, and the influence of local culture on ideas that resonate globally. Each session delivers actionable insights you can use immediately.

As the home of Asia‑Pacific creativity, the Creative Campus also celebrates the region’s unique ideas, perspectives, and cultural influence. It showcases how APAC creativity is shaping and inspiring the world stage. Join us to gain new skills, connect with leaders, and elevate your creative thinking.

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8:30 - 9:20 (50 MINS)

Registration and Networking

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9:20 - 9:25 (5 MINS)

Opening Remarks by Simon Cook, CEO, Lions

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9:25 - 9:45 (20 MINS)

Welcome Keynote: How to Win in 2030

Rica Facundo, Lions Intelligence

The conditions people are living in are shifting faster than most brands are prepared to recognise. In this data-driven presentation, Rica Facundo from Lions Intelligence delivers a reality check on the challenges facing APAC brands over the next decade.

Through hard statistics and regional insights, discover why the next decade will not be shaped by platforms or formats, but by how brands respond to the erosion of basic human needs across Asia-Pacific markets. From AI's impact on employment to environmental instability, learn what it takes to stay relevant when the fundamentals are changing.

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CREATOR SPRINT

IN PARTNERSHIP WITH META

9:45 - 10:05 (20 MINS )

Presentation: Creators - From Influence to Innovation: Maximising Full-Funnel Creator Partnerships

Jimmy Lee, Head of Global Clients & ANZ Creative Shop, APAC, Meta

The creator economy has evolved far beyond traditional influencer marketing. In this comprehensive session, Jimmy Lee from Meta explores how brands can harness the full potential of creator partnerships across every stage of the consumer journey.

Discover the new tribes of social creators bringing fresh perspectives and unique voices to APAC markets, and learn how the creator landscape has transformed to unlock diverse collaboration opportunities that go beyond simple product endorsements.

10:05 - 10:35 (30 MINS )

Panel Discussion: Innovation in Practice: The Brand × Creator Partnership Playbook

Isaac Tan, Chief Creative Officer, Hepmil yuuno_小琦 (Creator) Moderator: Nicole Tan, Managing Director Singapore, Meta

Following Jimmy Lee's deep dive into creator economy evolution, this dynamic panel brings theory into practice with real-world perspectives from every angle of the brand-creator partnership ecosystem.

Join Nicole Tan as she moderates an engaging conversation between Isaac Tan from creative agency Hepmil, a leading brand partner, and an influential creator to explore how innovative collaboration strategies actually work in the market.

10:35 - 11:05 (30 MINS )

Roundtable Discussion

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11:05 - 11:20 (15 MINS )

COFFEE & NETWORKING BREAK

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AI SPRINT

11:20 - 11:40 (20 MINS )

Presentation: Beyond the Hype: Creative Workflows for AI Advertising

Armand De Saint-Salvy, Founder, Supaflr

AI is reshaping how campaigns are made — but one of the biggest challenges agencies and marketers face is knowing how to guide creativity inside this new production world. In this session, Supaflr founder and director Armand de Saint-Salvy outlines how to structure realistic Ai workflows for premium creative output. Using real-world Ai case studies (including what goes wrong), learn creative pillars, decision checkpoints, and production frameworks that help teams create a reliable, controllable Ai pipeline, without losing the human expertise that makes campaigns work.

11:40 - 12:00 (20 MINS )

Deep Dive Session: The Real-World AI: Building Productive and Safe Creative Workflows

Shinichi Kobayashi, Executive Creative Director, ADK Tuomas Peltoniemi, Managing Director, Design & Digital Products Lead, Accenture Song Moderator: Atifa Silk, Managing Director, Haymarket Media Asia

This panel shares practical ways to integrate AI tools and automated agents into your daily production to boost output while protecting your brand’s reputation. We provide a clear checklist for managing rights and cultural accuracy across new formats such as personalized video and dynamic outdoor ads. The session also covers the specific team review points and safety checks needed to ensure that technology consistently delivers high-quality results.

12:00 - 12:40 (40 MINS )

Roundtable Discussion

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12:40 - 13:30 (50 MINS )

LUNCH

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13:30 - 14:00 (30 MINS )

Young Spikes Award Presentation

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CREATIVE B2B SPRINT

IN PARTNERSHIP WITH LINKEDIN

14:00 - 14:20 (20 MINS )

Presentation: B2B Marketing That Sticks: Designed for Long Cycles, Built for Memory

Monica Bhatia, Head of Large Customers, Marketing Solutions, LinkedIn

This session shows how to make B2B marketing more exciting by using entertainment and cultural rituals to stay memorable during long, complex sales cycles. We’ll discuss how to turn common business hurdles, such as risk and slow decision-making, into creative advantages that build genuine trust with your buyers. Finally, we explore successful Asian marketing formats, from C-suite video series to live events that are so effective that global headquarters are now adopting them as the new standard.

14:20 - 14:50 (30 MINS )

Panel Discussion: Looking at the Bottom Line: Proving the Impact of Creativity

Wendy Walker, Jury President, Creative B2B Jon Stona, CMO, Airwallex Pooja Dhanothia, Enterprise Sales Director, LinkedIn Moderator: Robert Sawatzky, Editorial Director, Haymarket Media Asia

This panel explains how to connect creative brand building directly to sales pipelines and long-term revenue growth. We provide the tools needed to shift executive leadership's view of marketing from a cost to an investment in future cash flow. You will also learn how to set up the budgets and processes that make bold creative choices a reliable and repeatable part of your business strategy.

14:50 - 15:20 (30 MINS )

Interactive session: B2B advertising doesn't need more data; it needs more insights.

Ashik Ashokan, Lions Advisory

Dashboards can tell you what happened, but they rarely tell you why people care. Join Ashik Ashokan to learn how to translate data into insight that gives you tension, truth, and helps create a timeless brand platform.

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15:20 - 15:35 (20 MINS )

COFFEE & NETWORKING BREAK

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CULTURE SPRINT

15:35 - 15:55 (20 MINS )

Presentation: Stop Telling Asia’s Stories. Start Building Culture Systems.

Zoe Chen, Strategy Director, VIRTUE Asia Chloe Fair, Head of Account Management, VIRTUE Asia

Asia doesn’t need better storytelling; it needs better participation models.

In a region shaped by fandom, creator culture, and remix behaviour, people no longer want to consume finished narratives. They want to enter, shape, and extend them. For Asian brands scaling globally, this means moving beyond exporting identity to designing cultural systems that travel. For global brands entering Asia, it means moving beyond surface localisation - tagline, talent, location - toward spiritual brand consistency rooted in a clear cultural mission.

This session explores how brands build scalable cultural ecosystems, the sweet spot between cohesive global impact and deep local resonance.

15:55 - 16:15 (20 MINS )

Panel Discussion: The Open Brand: Using Local Voices to Build Better Campaigns

Eugene Lee, APAC CMO, CHAGEE Siew Ting Foo, Board Member, The Marketing Society Chenfan Wang, President of Global Business, Hero eSports Moderator: Krishnan Menon

This panel explores how to shift from delivering a single corporate message to building a space where local communities and subcultures share their own authentic stories. Our speakers will discuss why highlighting specific, niche voices rather than diluting them creates more vibrant work that resonates across borders. We will share ways to open your creative process to local artists and grassroots talent, transforming your brand into a partner for genuine cultural expression.

16:15 - 16:55 (40 MINS )

You're on the Jury Session

Defri Dwipaputra, Chief Creative and Experience Officer, Dentsu Creative Indonesia Krystle Morais, Creative Director, VaynerMedia APAC Moderator: Ed Pank, SVP, Lions APAC

Step into the shoes of a Spikes Asia jury member in this interactive session where participants view a curated selection of shortlisted and award-winning campaigns from the 2025 Brand Activation & Experience category and predict what level of recognition each received - Grand Prix, Gold, Silver, Bronze, or Shortlist.

Our panel of actual 2025 Brand Activation & Experience jury members will then reveal the real outcomes and share the critical insights that influenced their decisions, giving attendees exclusive access to jury room thinking and helping them understand what separates good work from truly award-winning campaigns.

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16:55 - 17:00 (5 MINS )

Closing Remarks by Spikes Asia

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17:00

End of Event

Taking place in the meeting rooms at the National Design Centre.

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10:00 - 12:30

Effies Singapore Masterclass 2026

Presented by AAMS, organisers of the Effie Awards Singapore, this practical and immersive masterclass equips teams with the proven frameworks, behaviours, and storytelling techniques behind highly effective, award-winning marketing campaigns.

Designed as a hands-on session, participants will learn how to craft work that not only performs in the real world but also stands out on the Effies stage.

Featuring Effie-winning strategists: · Amanda Lim, Head of Strategy, BBH Singapore · Domingo Moreno, Chief Strategy Officer, VML · Tom Hargreaves, Head of Strategy, TBWA Singapore · Siddhant Lahiri, Head of Strategy, Forsman & Bodenfors Singapore

All sessions are fully booked. To join the waitlist, access your registration confirmation email, select “Edit Registration Details,” and choose the waitlists you’d like to join.