Spikes Asia 2012: Creativity that works, the future of marketing, and lessons from Charles Dickens

David Tiltman

The effectiveness of creativity was examined at Spikes Asia 2012, the first time Creative Effectiveness was included as an award category.

Spikes Asia 2012: Creativity that works, the future of marketing, and lessons from Charles Dickens

David TiltmanWarc

The Spikes Asia festival celebrates the best of Asian creativity. But plenty of the speakers at the 2012 conference had a more strategic focus. What's the role of creativity? Where is the industry heading? And what strategies are working for brands, both in the region and around the world.

Several themes came through from the conference. One was the growing interest among brands in content creation, with Branded Entertainment included as a category in the awards for the first time (see separate...

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