Spikes Asia
Spikes Asia is the APAC benchmark awards and events platform for creative communications, founded in 1987 and headquartered in Singapore. It operates the annual Spikes Asia Awards across 24+ categories, Young Spikes Competition, CMO Growth Council, and Creative Campus, serving advertising agencies, brand marketers, and emerging creative talent across Asia-Pacific.
- Company typePrivate
- Founded1987
- HeadquartersSingapore, Singapore
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Spikes Asia does
Spikes Asia (legally Asian Advertising Festival (Spikes Asia) Pte Ltd) is a Singapore-based awards and events organization that has served as APAC's benchmark for creative excellence in advertising and marketing communications since its founding in 1987. The company operates a unified platform anchored by the annual Spikes Asia Awards, which evaluates work across more than 24 categories spanning Audio & Radio, Film, Design, Digital Craft, Entertainment, Gaming, Healthcare, PR, and Social & Creator. Beyond the flagship awards ceremony, the platform comprises the Young Spikes Competition for creatives aged 30 and under, the CMO Growth Council (an APAC chapter of the Global CMO Growth Council serving senior marketing leaders), Creative Campus (a one-day learning program on topics including creator economy, B2B marketing, AI-powered creativity, and local culture), and Spikes Asia Week, with year-round community events delivered through industry partners such as the Marketing Society, thenetworkone, and the IAA chapters of Singapore, India, and Malaysia.
The underlying technology stack consists of an event management and awards platform serving the APAC creative communications industry, leveraging Gevme for event registration and the lovethework.com property (operated by parent-affiliate LIONS) for winning work showcase and distribution. Core technology has not been described as proprietary beyond the platform itself; the differentiated asset is the curated content library of award-winning work and the convening infrastructure.
The business model monetizes across four streams: (1) awards entry fees structured as tiered one-time/one-off licensing with pricing varying by submission deadline (early, standard, final) across categories; (2) bespoke sponsorship and partnership packages, sold directly by Haymarket Media Asia's Caroline Box under multi-year contracts with brands seeking alignment with the creative communications platform; (3) event registration revenue from Creative Campus passes, Awards Gala tickets, and competition entries such as Young Spikes at SGD700 per entrant; and (4) recurring revenue from email newsletter subscriptions and media partnership arrangements. Go-to-market is hybrid: direct sales for sponsorship and high-value entries, self-service online for event registration, and channel partnerships through industry associations and media partners. The go-to-market targets three primary segments: advertising and creative agencies (primary, submitting work for recognition), brand marketers and advertisers (primary, seeking creative credibility and engagement), and young creative talent (secondary, through the Young Spikes Competition). The organization operates in affiliation with LIONS (parent of Cannes Lions, formerly Ascential Events) and Haymarket Media Asia, and is not publicly traded.
Spikes Asia firmographics
Firmographics- Name
- Spikes Asia
- Legal name
- Asian Advertising Festival (Spikes Asia) Pte Ltd
- Website
- https://spikes.asia
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Spikes Asia is the APAC benchmark awards and events platform for creative communications, founded in 1987 and headquartered in Singapore. It operates the annual Spikes Asia Awards across 24+ categories, Young Spikes Competition, CMO Growth Council, and Creative Campus, serving advertising agencies, brand marketers, and emerging creative talent across Asia-Pacific.
- Ownership category
- akta.pro rank
Spikes Asia industry classification
Industry- Product category
- Advertising Industry Events & Awards
- NAICS
- Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Awards Ceremonies & Recognition Events (MPAGAHAF)
- akta.pro secondary industries
- Executive Summits & Invitation-Only Forums (MPAGAGAK), Executive Leadership Summits (C-Suite, Board, Strategy Offsites) (THAHAMAA), Corporate Meetings, Conferences & Incentive Events (BPAFAGAE), Product & Innovation Summits (Roadmap, Launch Readiness, Innovation Days) (THAHAMAG)
Keywords
Where Spikes Asia is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices2 records
Markets served
Spikes Asia business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Awards Entry Fees: Fees charged to agencies and brands submitting work for consideration in the Spikes Asia Awards across multiple categories.
- Sponsorship & Partnerships: Branded partnerships and sponsorship opportunities for companies aligning with Spikes Asia's creative communications platform.
- Event Registration: Registration fees for Creative Campus passes, Awards Gala tickets, and competition entries such as Young Spikes (SGD700 per entrant).
- Newsletter & Media: Email newsletter subscriptions and media partnership arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Young Spikes Competition registration fee |
| Other | Multi-year contract | Sponsorship packages |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Spikes Asia product offering
Product offeringCore offering
Spikes Asia operates the APAC region's premier awards and events platform for the creative communications industry. It runs the annual Spikes Asia Awards across 24+ categories, executive gatherings (CMO Growth Council), training programs (Creative Campus), talent competitions (Young Spikes), and community networking events, charging entry fees, registration fees, and sponsorship packages.
Product overview
Spikes Asia is a unified platform offering an annual awards program (Spikes Asia Awards) as the centerpiece, complemented by talent development initiatives (Young Spikes Competition), executive networking (CMO Growth Council), educational programming (Creative Campus), the Awards Gala ceremony, and community events. The portfolio spans recognition for creative excellence across 24+ award categories including Audio & Radio, Film, Design, Digital Craft, Entertainment, Gaming, Healthcare, PR, and Social & Creator, positioning it as APAC's benchmark for creative communications.
Differentiator
Problem solved
Functional benefit
Products and services
- Spikes Asia Awards The flagship awards program recognizing creative excellence across APAC's advertising and communications industry, with categories spanning Audio & Radio, Film, Design, Digital Craft, Entertainment, Gaming, Healthcare, PR, Social & Creator, and more.
- Young Spikes Competition Competition for creatives aged 30 and under working in advertising and communications disciplines, offering opportunities to compete in Integrated and Digital categories and gain industry recognition.
- CMO Growth Council Exclusive invitation-only gathering of APAC's leading marketing leaders, serving as the regional chapter of the Global CMO Growth Council to drive creative-led growth and business success.
- Creative Campus One-day learning experience exploring how creativity drives modern B2C and B2B marketing, featuring sessions on creator economy, AI-powered creativity, local culture, and hands-on workshops led by industry experts.
- Awards Gala and Dinner Annual awards ceremony where Spikes Asia winners are announced and celebrated, held at the Capitol Theatre in Singapore.
- Community Events Industry partner-led events including See It Be It Connects for women and non-binary creatives, Next Gen Creativity sessions, and Creative Connections networking events.
- Spikes Asia Week Annual week-long festival bringing together APAC's creative communications industry for learning, networking, and celebrating creative excellence.
Companies that use Spikes Asia
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Spikes Asia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Spikes Asia partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- dentsucorePrimary strategic partner for Spikes Asia, collaborating on CMO Growth Council and supporting the APAC creative communications industry platform.
- Hero EsportscoreStrategic partner bringing esports expertise and global esports event experience to Spikes Asia.
- LinkedIncorePartner for Creative B2B Sprint programming and B2B marketing insights at Spikes Asia events.
- MetacoreCreator Sprint partner providing insights on creator economy and brand partnerships across Meta platforms.
- TikTokcorePresentation partner for CMO Growth Council on creator authenticity and brand content strategy.
- WARCcoreContent partner providing effectiveness research and insights presentations at Spikes Asia events.
- Campaign AsiacoreMedia partner providing industry coverage and audience reach across APAC marketing and advertising community.
- International Advertising Association (IAA) SingaporeminorIndustry association partner co-hosting Next Gen Creativity event with Spikes Asia.
- International Advertising Association (IAA) IndiaminorIndustry association partner representing Indian creative communications market.
- International Advertising Association (IAA) MalaysiaminorIndustry association partner representing Malaysian creative communications market.
- The Marketing SocietyminorMarketing leadership network partner for community events and professional development.
- thenetworkoneminorNetwork of independent agencies partner for community events.
- Verve The Live AgencyminorLive events agency partner for community networking experiences.
- Singapore Tourism BoardcoreDestination partner providing Singapore venue and experience information for Spikes Asia delegates.
- Tiger BeerminorBrand partner supporting Spikes Asia community events.
- VaynerMediaminorCreative agency partner associated with Spikes Asia events and programming.
- WeTransferminorFile transfer partner for creative work submissions and sharing.
- WFA (World Federation of Advertisers)coreGlobal advertiser association partnership connecting Spikes Asia with international brand marketing leadership.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Spikes Asia competitors and assessment
Company assessmentDirect peers
- London International Awards (LIA): Global creative awards recognizing advertising, digital, branded entertainment and design; comparable tier of prestigious awards show competing for international agency submissions.
- Cannes Lions: The flagship global creative communications awards festival operated by LIONS; Spikes Asia's parent affiliate and the most direct global benchmark for its awards-and-events model.
- Effie Awards: Global marketing effectiveness awards with Effie Asia and Effie APAC programs; competes with Spikes Asia for brand-side advertiser recognition spend and agency creative-effectiveness entries.
- The One Show: Global creative awards operated by The One Club for Creativity; comparable model of category-based creative awards plus young-creative competitions that mirror Spikes Asia's Young Spikes.
- ADFEST: Asia Pacific Advertising Festival based in Thailand; the most direct regional creative-awards competitor to Spikes Asia, offering a similar Lotus Awards format plus creative festival programming.
- D&AD: London-based creative excellence awards and professional development organization; directly competes for the same agency entry budgets and brand sponsorship pools as Spikes Asia.
- Clio Awards: North America–anchored creative awards with global category reach; competes for agency entry share and brand sponsorship with a comparable category-based awards format.
Regional players
- Ad Stars: Busan, Korea–based international advertising festival offering creative awards and conference programming; another Asia-anchored creative awards competitor with similar category structure.
- Dubai Lynx: MENA region's premier creative communications festival, part of the LIONS family; structurally identical model to Spikes Asia but operating in the Middle East/North Africa geography.
- Campaign Asia Awards: APAC-focused agency and brand marketing awards run by Campaign Asia (a Haymarket Media title); directly overlaps with Spikes Asia's regional sponsor and entry ecosystem through shared media parent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Spikes Asia social profiles
Digital presenceSpikes Asia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Spikes Asia leadership team
Management profileNumber of profiles
Spikes Asia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Spikes Asia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Spikes Asia
What does Spikes Asia do?
Spikes Asia operates the APAC region's premier awards and events platform for the creative communications industry. It runs the annual Spikes Asia Awards across 24+ categories, executive gatherings (CMO Growth Council), training programs (Creative Campus), talent competitions (Young Spikes), and community networking events, charging entry fees, registration fees, and sponsorship packages.
Is Spikes Asia a public or private company?
Spikes Asia is a private company. It is classified as unknown and is currently operating.
When was Spikes Asia founded?
Spikes Asia was founded in 1987. It employs 51 to 100 people.
Where is Spikes Asia based?
Spikes Asia is headquartered in Singapore, Singapore, in the Asia region.
How does Spikes Asia make money?
Four revenue lines are on record. Awards Entry Fees are the primary driver. The others are sponsorship & Partnerships, event Registration and newsletter & Media.
Who are Spikes Asia's main competitors?
Direct peers on record are London International Awards (LIA), Cannes Lions, Effie Awards, The One Show, ADFEST, D&AD and Clio Awards. Regional players are Ad Stars, Dubai Lynx and Campaign Asia Awards.
Does Spikes Asia have an API?
No public API is recorded for Spikes Asia.
What industry is Spikes Asia in?
Spikes Asia's product category is Advertising Industry Events & Awards. Its primary akta.pro industry code is MPAGAHAF, Awards Ceremonies & Recognition Events, with a secondary code of MPAGAGAK, Executive Summits & Invitation-Only Forums. Its NAICS code is 5418 and its SIC code is 7900.