小魚廣告網 善用創意 社會創新

The Young Spikes Media Competition judging is open to all delegates. MediaCorp is the sponsor of the Young Spikes Media Competition. The Competition challenges teams to use their skills in business insight and strategy to develop an innovative media strategy and plan. The teams of two will work to a brief presented by a charity or non-profit organisation, whose name, objectives, strategies and target audience remain secret until they are disclosed at the briefing session. The competing teams will have to prepare their submission within 24 hours in the form of a short presentation which will then be presented to and judged by a panel of top media experts.

All shortlisted work across Print, Outdoor, Print & Poster Craft, Direct, Promo & Activation, Media, Design and PR can be viewed in exhibitions at the Festival today. Shortlisted work in Film, Film Craft and Integrated can be viewed in the screening kiosks. Shortlisted work in Radio, Digital and Mobile can be viewed in the interactive kiosks.

We’re in the midst of a global marketing transformation. At lightning speed the old world of mass media-led marketing is morphing into personal technology-powered, interactive experiences. Infinitely more marketing-literate consumer- and community-based communication connect us anytime, anywhere on earth, with data intelligence fuelling real-time relationships between brands and customers, and creativity absolutely necessary for marketing and business success. Yet, the full extent of its impact is yet to unfold. Fueled by the widespread use of mobile and real-time technology marketers now have the opportunity to do something their predecessors only dreamed about. They can seize what’s on consumers’ minds ‘in-the-moment’ and adapt their message and offer in almost real-time. This fundamentally changes everything.

Survival guide for the Invention Economy: making the leap from marketing to invention People don’t seek out online advertising. They avoid it. To be successful today, brands and agencies need to act more like start-ups, inventors. Learn some of the tactics that CP+B (creators of Burger King’s ‘Subservient Chicken’, Whopper ‘Sacrifice’, Best Buy’s ‘Twelpforce’, American Expres’s ‘OPEN Forum’, B-cycle, and Vail Resort’s ‘EpicMix’), clients and friends are using and experimenting with.

Join Microsoft Advertising as they dive into the world of men, particularly 21-39 year-olds moving from education towards fatherhood. Discover how young men spend their time and their money, what media platforms and channels they value, and what their aspirations are in today’s digital world. Microsoft Advertising also explores how advertisers can reach and influence this valuable consumer segment.

Not so long ago, luxury still embodied the worst clichés of capitalism: the supreme power of money and the arrogance coming with it, the bling-bling, the glitter… This sector has naturally been hit hard by the recent crisis, which is not just an economic and financial one, but also a crisis of values and role models. But because it was so affected, it is also the sector that has bounced back the fastest. In a few short months, the discourse and images coming from luxury have radically changed. These changes are significant as they show us the state of mind people are in today and what matters to them. Luxury has a lot more to show us about value. Beyond the small group of brands that compose it, luxury allows us to once again value the brands with which we work every day.

Innovation starts and ends with people A decade into the 21st century, what directions are people’s behaviours heading in? What can we do in an age in which people are changing at an unprecedented pace? The role of communication is in a state of flux. Capitalising on messages and use of media in the hopes of getting people to love and buy a product no longer works. What we need is a new discipline that maximises the power of people and their behaviour: being ‘People Experts’ is the key. Through the changes in media landscape, every individual on the planet could well be a sender of information. In other words, people themselves are now the media. They take the messages of other senders, arrange them to suit themselves, add their own opinions and send them out again. In this seminar, Hakuhodo Inc. look at various examples where People Experts have picked up on portents of change to create innovation in advertising and communication.

Populism is defined as “ideas and activities that are intended to represent ordinary people’s needs”. In this session, Lowe + Partners’ CEO Michael Wall and Lowe Philippines’ ECD, Leigh Reyes, look at ‘populist creativity’ and advise on how to build big, creative ideas that put the brand at the heart of popular culture. With the knowledge that some of the biggest populations in the world residing across Asia, Michael and Leigh discuss the art of delivering brand stories that resonate with diverse audiences and take a look at some brands that have risen to the challenge.

Grey Group Asia Pacific’s Eye on Global Asians seminar aims to get up close and personal with successful and creative global Asians to uncover what drives their passion, their influences and motivations, as well as the trigger points that inspire creativity in them. Nirvik Singh chats with internationally acclaimed New Zealand-born Egyptian-Chinese chef, restauranteur, author and TV presenter Bobby Chinn. Larger than life and highly engaging with his own inimitable style, Bobby is a celebrity chef who is truly global. With his French technique, Californian sensibility, global ingredients and a total disregard for tradition, he breaks the rules and makes his own. Based in Vietnam for last 15 years, he runs the iconic, internationally lauded restaurant Bobby Chinn in Hanoi and is presently opening his flagship restaurant in the heart of District 1, Saigon. Bobby is the host of the highly rated World Cafe: Asia series on Discovery Networks (TLC). This programme is one of their top 10 rated shows across the region and has led to Bobby being honoured twice as Best Entertainment Presenter at the Asian TV Awards. He has also made numerous television appearances worldwide, including on the Martha Stewart Show, Talk Asia on CNN, Adventures in Brunei and Saturday Kitchen with Antony Worrall Thompson, No Reservations with Anthony Bourdain, Bizarre Foods with Andrew Zimmern and Good Food Live for BBC. Bobby’s journey in the culinary world is more similar to that in our world of creativity and communications that we might think, whether we are fuelling our passion, searching for inspiration, developing and executing innovative ideas, engaging with a discerning audience or exploring new media and markets. This seminar unveils delightful insights as Nirvik takes delegates into the fascinating and unconventional mind of Bobby and his road to global culinary success, and draws parallels to the creative and communications industry.

As the internet goes mainstream, the demand for specialised knowledge increases in each of the various internet verticals, such as SNS, video, search, gaming, e-commerce, and mobile. The most successful digital campaigns however are ‘cross-media’ campaigns that leverage the strengths and synergies of these various internet verticals so that 1+1+1+1+1= 10. This interactive session features GroupM Interaction China Managing Director Tony Chen and experts from the areas of Social Networking, Search, Mobile and Online Games. The workshop begins with an interactive quiz covering facts and figures related to digital globally and in China. Afterwards Tony presents an overview of China’s digital landscape with a focus on successful cross-media case studies. The industry experts present cross-media cases that centre on SNS, search, mobile and gaming. The session concludes with an audience Q&A and a discussion.

The Young Spikes Integrated Competition judging is open to all delegates.

小魚導讀：沒什麼好說的，台灣的Young Spikes代表加油啊！！公開評審，千萬別膽怯。（不過這個team決賽的時候看起來就一副不太會膽怯的樣子。應該還好，哈！）

JWT is the sponsor of the Young Spikes Integrated Competition. Teams of two have just 48 hours to create an integrated campaign for a charity or non-profit organisation, whose name, objectives, strategies and target audience remain secret until they are disclosed at the briefing session. The teams  must create a presentation board summarising their campaign, as well as at least one piece of supporting material that includes but is not limited to:

Teams then present their campaign to a panel of judges. In 250 words or less, teams describe how the campaign would be launched and executed across at least three appropriate channels.

China’s youth have assumed a powerful identity with global aspirations based on both Western and Chinese values and attitudes. Passion. Imitation. Assimilation. Creation. Innovation. These are the catch words for how the youth of Asia are reacting to Western culture, trends and brands. China’s young people, almost half of whom have grown up in a one-child family, are absorbing a huge amount of cultural information and influence and are responding with a new awareness of confidence, curiosity, restlessness and achievement. With 224 million young people aged 15-24 years in China, they are a strong economic force. The way they live, the brands they prefer, their fashion, music and digital footprint have become a fascination for the rest of China and the world, that see them as ‘enthusiastic materialists’. Draftfcb Greater China Chairman and CEO Pully Chau shares insights and examples of how brands interact with these highly mobile and connected new consumers who also have a strong underlying focus on traditional Chinese life.

Over the last five years the industry has seen the most dramatic changes to the world of communications. The social media revolution has fundamentally changed the fabric of society. Right now, one in two people within the Asian metro markets – and the wider developed world – are connected through social networks. And people are not just viewing, they are commenting – a remarkable 88% of Asian internet users have written a blog or forum. An increasing amount of people are accessing these platforms via a mobile device, with the Asia Pacific smart phone market expected to double to 200 million by 2016. This will result in a quickening of the speed at which information, and therefore influence, is moving. This change will be compounded by new technologies – many of which will spring up in Asia first. Technological advancements that are now on the horizon will enable the development of new marketing communications platforms through which to engage with people – from next generation virtual personal assistants such as DOCOMO’s I-Concier through to evolved forms of air-tagging, similar to that which is currently being pioneered by Sekai Camera. In this session PHD explores the incredible technologies that are on the horizon and project ahead on what the exciting possibilities are for the Asian marketing and advertising landscape.

The word ‘creativity’ evokes thoughts of colours, shapes and sounds. On the other hand, the word ‘business’ brings to mind presentations, offices and meetings. The world of commerce is logical and intensely rational, whilst the creative world is spontaneous, dynamic and fueled by emotions. The pressures on business in today’s complex commercial environment demand that they be brought together. The most forward-looking businesses are waking up to the imperative of tapping into creativity. If you want to survive and thrive, you must break through the conditioning of the familiar and think differently. The Creative Age of Business has arrived. Asian business has ridden high by leveraging the low-cost model through smart, cheap manufacturing and distribution. But that model is not sustainable. Asian business leaders need to develop strategies that will open up and sustain their leadership into the future. Fundamental to this is the need to embrace creativity as a business tool. Leaders who recognise, instill and nurture creativity within their organisations will experience not only the greatest returns, but will also be part of the leading edge, future-proofing their organisations for the times ahead. The Creative Age of Business demands that companies embrace creativity as a catalyst for transformation. This industry needs to understand the role it can play in helping clients make this leap of faith. The future may be filled with complexity and uncertainty, but it also sparkles with tremendous opportunity. A bold new creative era awaits.

小魚導讀：竟然有個叫做全球製片系統的公司，也來談談跨國製片的經驗談。該推薦台灣的製片公司來參加的。建立人脈有機會成為跨國製片業的一環哪～

International commercial production can often be logistically daunting, financially challenging and creatively uncertain.  To reduce or remove these stress points, there are three key elements that need to be addressed; communication, collaboration and co-operation between all concerned; client, ad agency, production company, and production service company. Harry Tracosas, President of Global Production Network (GPN), provides an insight into how the production service company can be better utilised when producing spot work internationally, and when positioned as an ally and partner instead of simply a facilitator. Harry shares his perspective on how to best access the skills of a production service company so that their participation will make a meaningful contribution to the creative and financial success of projects they produce.

Consumers love content – and marketers know it. But there is more to a content strategy than just content. We look at what brands need content to do, in order to create value from Reach and Awareness, to engagement, to measuring response… and what the most effective means of achieving this are. The seminar will explore this in detail, with compelling marketing examples from brands as diverse as Dulux and Pepsi to content providers as diverse as Huffington Post, Daily Motion and Where the Hell is Matt?, exactly what brands need from content.  And above all, what should brands look out for when choosing a content partner. The session aims to offer practical and directional tips focused on how brands can interact with content to add value from a global and regional perspective.

Julian Boulding, Founder of thenetworkone and Publisher of The World’s Leading Independent Agencies, introduces the first ever Asian Independents Showcase at Spikes Asia. The session features award-winning work and challenging views from three of the hottest young shops in Asia today. Four visionary agency leaders explain how and why they have created new agencies that are already setting the pace creatively, in three very different regions of Asia. The speakers are:

• Sajan Raj Kurup, Founder and Creative Chairman of Creativeland Asia, Mumbai. Raj is a true international entrepreneur, having worked in six countries over 17 years. Creativeland is the fastest growing and most awarded independent creative agency in India, with over 350 awards, and Raj himself is rated among the top five creative people in India. Find out more about the man behind the number one advert in the 25 ‘Most Epic Ads’ by Adweek in 2011.
• Nicholas Ye, Chief Creative Partner of TSLA (The Secret Little Agency), Singapore. Nic started his career at BBH and went on to TBWA before founding TSLA. TSLA has a history in inventive advertising, truly standing for what it is to be an independent agency today. Featured in the World’s Leading Independent Agencies 2011, and described as Singapore best hot shop, the agency prides itself on doing what is ‘genuinely right’ rather than what is ‘generally expected’. Its campaigns for Shell, Philips and Paypal are widely discussed by international press and have been a catalyst for much controversy in Asia.
• Masashi Kawamura and Morihiro Harano, Co-Founders and Creative Directors of PARTY, Tokyo. PARTY is a creative lab with at its core the philosophy to bring technology, storytelling and creativity to a wide range of areas. Morihiro Harano, also the CEO, started at Dentsu in 2004 with an aim to develop the emerging digital market. He has won a plethora of awards including Cannes Lions (Gold) and D&AD Yellow Pencils. Masashi Kawamura, another Cannes Lions winner, has an impressive résumé having previously worked with BBH, 180 Amsterdam, Hakuhodo and Wieden + Kennedy. In their own words, PARTY is “an ideas company built for a changing industry”.

If you have ever seen one of the networkone seminars at Cannes Lions, you’ll know they are fast-paced, highly entertaining and often controversial. The aim is to inspire anyone and everyone, no matter who you work for.

The winners of the 2011 Spikes Asia Awards are announced. The 2011 Spikes Asia Awards Ceremony is held at the Esplanade Theatre, home to Singapore’s vibrant performing arts community and one of the country’s premier attractions. The winners are announced and honoured at the Awards Ceremony. Following days of deliberation of the entries by the juries, this dazzling event recognisse the best work in Asia Pacific and conclude the Spikes Asia Festival.

Spikes Asia Awards Afterparty 閉幕晚宴

小魚導讀：閉幕晚宴的場地其實還不錯啦！而且越晚越有Fu～大家可以一起去囉～

The Afterparty takes place at the Indochine Waterfront Bar and Restaurant from 21:30 where the celebrations continues into the night. The venue is a short walk along the riverside from the Spikes Awards venue and has a superb view over the river. Entrance to the Awards and Afterparty is included in the delegate fee. The Afterparty is sponsored by Leo Burnett.