Samsonite to take home Spikes Advertiser of the Year

The 100-year-old global travel luggage brand was selected on the back of its consistently high creative communications and innovative marketing techniques across the Asia-Pacific region. In recent years, this has included a focus on more localised marketing across multiple platforms. Chief among these was the 'Heaven and hell' print ad that this year gave its creative agency a Grand Prix award at Cannes.

"Created by JWT Shanghai, the work has not only put the spotlight on the great creative work coming out of Asia but has also highlighted Samsonite’s willingness to embrace creativity and push the boundaries in their product communications for the Asian market," says Terry Savage, Chairman of Cannes Lions, who with Haymarket, organise Spikes Asia."We are proud to honour Samsonite at Spikes Asia 2011, and look forward to seeing more inspirational and award winning communications from the brand."

Ramesh Tainwala, president of Samsonite Asia-Pacific and Middle East, will accept the prize at the festival's awards show on 20 September.

"We are honoured to be presented with this recognition by Spikes Asia," he said ahead of the ceremony. "Key agency relationships are vital for growing Samsonite's brand awareness and image in Asia as we strive to increase our footprint in the region’s top growth markets. This acknowledgement is truly the result of the passion and commitment we and our agency partners have for creating innovative and effective advertising that builds our brand and resonates with our consumers."