Exclusive Interview! Cannes Lions Chairman Terry Savage on Spikes Asia

Spikes Asia (hereafter Spikes), now one of Asia's premier advertising festivals. We spoke with Terry Savage, Chairman of Cannes Lions, who operates Spikes alongside Haymarket Media Group (publishers of global media including Campaign and Marketing magazines), about the festival's objectives and future outlook. (Interviewer: Dentsu Inc. Tsūhō Editorial Department)

 

■Bringing Cannes to Asia!

──Spikes began in 1987 as the "Asia Advertising Awards" and is now celebrating its 27th year as a historic advertising festival. Cannes Lions became involved in 2009 through a joint operation with Haymarket Media Group. What was the goal behind this?

Haymarket's "Campaign Asia-Pacific" is the leading advertising industry magazine in Asia. We shared a vision to make Spikes a "world-class event." We believed that by combining the power of "Campaign," a strong and influential magazine in Asia, with "Cannes," the world's leading advertising festival, we could powerfully position Spikes as a world-class event in Asia. In fact, I believe we established that status within a short period.

──How would you define Spikes?

Simply put, it's "Asia's Cannes," focused on Asia. Our mission is to provide world-class advertising awards and learning programs for the advertising field, while focusing on Asia and its unique cultures.

From Asia's perspective, Cannes is distant and costly. We want those constrained by cost who can't travel to Cannes to experience a program comparable to Cannes. We want them to learn extensively about advertising, be inspired, and expand their professional networks.

──There are other advertising festivals in Asia. What makes Spikes unique?

It's the large-scale learning environment. We focus on the future, prioritizing the growth and development of young talent. This year, we held 32 seminars led by global advertising leaders, forums covering key topics, "Masterclasses" where young people could be inspired by industry leaders, and "Tech Talks" focused on technology, which were also well-received at Cannes. Another major feature is that participants aren't limited to creators. This year, marketers accounted for 12% of all attendees, and many media professionals also participated.

──Will you continue to hold it in Singapore?

That is our intention. Singapore is centrally located in the Asia-Pacific region and boasts excellent infrastructure, including air travel, local hotels, and transportation. With attractions like casinos and the F1 Grand Prix, it's a highly appealing location.

■Asia's Level Has Surged

──How did you view this year's award results?

Australia and New Zealand, which also performed strongly at Cannes, showed tremendous strength. Beyond just these two countries, outstanding work came from across the region, proving Spikes Asia's significance. I was delighted that Sri Lanka won Gold in the Young Spikes Integrated category and Silver in the Media category. We also welcomed participants from Myanmar for the first time. This isn't just a showcase for outstanding work; it also supports emerging nations. I take pride in the fact that this is where the significance of Spikes Asia in this region lies.

The overall level in Asia is rising. The number of works winning at Cannes is definitely increasing. Japan, Australia, and New Zealand are, of course, very strong, but the presence of other countries and regions is also growing. Among them, China and India are emerging as creative powerhouses, and I have high expectations for them.

──How do you evaluate Japanese creativity?

Japanese creativity has a long history of success at advertising festivals we organize, like Cannes and Spikes, and it's no exaggeration to say it ranks among the world's best. It excels particularly in digital, mobile, and design.

Its strengths lie in bold ideas and beautiful craftsmanship, producing a wealth of innovative and inspiring work rooted in its own culture.

Furthermore, Japanese works and seminars hosted by Japanese companies are highly popular among participants.

■With a mission to nurture young talent

──Please share your future outlook.

Our mission is to evaluate and celebrate outstanding work across the entire industry. Additionally, we provide world-class learning programs accessible to anyone, supporting their professional growth. This point has become more critical than ever due to the rapid changes sweeping the industry.

For agencies and clients, the most vital asset going forward is the younger generation. We will dedicate our full efforts to captivating, inspiring, and nurturing their growth—they are tomorrow's winners. We will continue to provide opportunities like Spikes and other advertising festivals to achieve this.