Spikes Asia announces McDonald’s as its 2026 Advertiser of the Year

The global brand is recognised for its creative ambition and impact across APAC

Spikes Asia, APAC’s most prestigious and sought-after award for creativity and marketing effectiveness, has announced McDonald’s as its 2026 Advertiser of the Year – the second time the brand has taken home this accolade, the first being in 2018.

Spikes Asia’s Advertiser of the Year Award recognises a brand that has distinguished itself through innovative marketing and a strong commitment to creative excellence, demonstrated through impactful work produced in collaboration with its agency partners. McDonald’s has consistently set the benchmark across APAC, showcasing creative excellence across diverse markets in the region from Japan to the Philippines. Having been awarded 102 Spikes Awards in its history, McDonald’s has shown how their culturally resonant campaigns, combined with strategic insight and creativity, have shown measurable business results.

In 2025, McDonald’s Japan’s ‘No Smiles' emerged as a standout campaign at Spikes Asia, winning four Spikes Awards, including the Grand Prix in Entertainment. One of the most decorated works at the Awards that year, ‘No Smiles' highlighted McDonald’s Japan’s ability to seamlessly blend culture, music and purpose-driven storytelling in the region.

Other notable work includes ‘Unbranded Menu’ by McDonald’s Philippines, one of the brand’s most awarded campaigns at Spikes Asia. In 2023, the campaign took home the Grand Prix in Brand Experience & Activation alongside multiple additional awards, transforming McDonald’s presence in gaming culture into a highly creative and widely celebrated experience. Building on this success, ‘Unbranded Menu’ went on to claim the first-ever Grand Prix in the inaugural Gaming category at Spikes Asia 2024, as well as recognition in Creative Strategy, further extending its regional accolades.

Atifa Silk, Managing Director, Haymarket Media Asia, commented: “McDonald’s continues to show what’s possible when creativity is embraced at scale. Its work across APAC reflects a deep understanding of local cultures while maintaining the strength of a global brand. This recognition celebrates McDonald’s commitment to creativity as a driver of effectiveness and long-term brand growth.”

On receiving the Award, Erwin Dito, CMO International Developmental Licensed Markets, McDonald’s said: “We are incredibly honoured to be named Spikes Asia’s 2026 Advertiser of the Year. Creativity has always been central to how we connect with our customers, and this award reflects the passion and collaboration of our teams and agency partners across the region. We’re proud of the work we’ve created together and excited to continue pushing creative boundaries.”

Simon Cook, CEO, LIONS, added: “McDonald’s demonstrates the power of creativity when it’s embedded throughout an organisation. Their consistent ability to deliver work that is both creatively ambitious and commercially effective makes them a standout and well-deserved honouree for Advertiser of the Year.”

The Advertiser of the Year Award will be presented to Angelina Villanueva, CMO, Asia Business Unit, McDonald’s at the Spikes Asia Awards Gala taking place at the Capitol Theatre, Singapore on Thursday 12 March 2026.

Further information on the Spikes Asia Awards Gala and how to attend can be found here.