Festival director to leave Spikes Asia

After five years of leading Spikes Asia, festival director Andrea Hayes is stepping down from the role to return to the UK. 

Hayes took up the festival director role at Asia’s pre-eminent festival of creativity in December 2013 having already spent five years at Haymarket Media Asia. During her leadership, the Festival gained record-high attendance and awards entry figures.

The event also integrated new sectors such as health, innovation and entertainment during this time. Hayes was instrumental in the evolution of the Digital Asia Festival awards and the Asia Marketing Effectiveness & Strategy awards into the Tangrams Effectiveness @ Spikes awards.

Andrea Hayes

“I’m extremely proud to have been given the opportunity to champion Spikes Asia and of everything the team have achieved over the last five years,” Hayes said. “[I] leave the business knowing it’s in a very strong position for the future.”

Hayes will remain in her position until April 30 when she will hand-off responsibilities to her successor. Recruitment for a new director is underway

Festival officials paid tribute to Hayes in a press release. “The current status of Spikes Asia as the region’s premier creativity festival is down to Andrea’s tireless passion for the event.” said Terry Savage, co-chairman, Spikes Asia and chairman, Cannes Lions. “As a festival director Andrea leaves a powerful and lasting legacy and her successor has some very big shoes to fill.”

“Andrea hit the ground running when she assumed leadership of the festival,” added Tim Waldron, co-chairman, Spikes Asia and managing director of Haymarket Media Asia. “The industry and the festivals which serve it have undergone enormous change, and Andrea ensured that Spikes Asia rose to meet every challenge.”