Spikes Asia 2025: In conversation with Mandy Neo

As the much-anticipated Spikes Asia returns in 2025 with a new format and exciting updates, including year-round regional events and the introduction of fresh categories like the Humour sub-category, creativity and marketing effectiveness will once again be at the forefront.

Someone who knows this all too well is Mandy Neo, the new director of Spikes Asia. She speaks to Campaign Asia-Pacific about her journey joining the festival, what’s in store for this year’s edition, and shares her thoughts on how it will set the benchmark for creative marketing excellence across APAC.

What led you to join Spikes Asia as its new director?

I have over 20 years of experience in overseeing and managing events and awards across various industries. I have developed a passion for bringing people together and creating memorable experiences. Throughout my career, I’ve had the opportunity to work on events of all scales, from intimate gathering to large-scale productions. In this new role, I am excited to leverage my experience and insights to elevate Spikes Asia’s offerings and create impactful events that celebrate creativity and excellence in our industry across APAC.

What's new at Spikes Asia this year?

2025 marks the 39th edition of the Spikes Asia Awards and is the place for APAC’s creative marketing community to network, learn and celebrate from the best creative work in the region. The Spikes Asia Awards set the creative bar for the APAC region and each year, the winners point to a new direction for the industry and this year will be no exception. Entrants will be able to submit relevant work into a brand new category dedicated to humour, as well as enter into other refreshed awards including Audio & Radio, PR Spike and Social & Influencer, to reflect the growing role

Creators play in the creative process. This feeling of innovation and progress will definitely be felt at the Awards and through our refreshed platform, providing a year-round programme for our community.

Why might this year be a good year to enter Spikes, if an agency or team hasn't done so already?

Over the last few years, the Spikes Awards have evolved exponentially since its inception, we’ve got Awards that recognise everything from Craft, right through to creativity in B2B, Gaming and Creative Effectiveness—it’s evidence of an industry that continues to evolve and proof that creativity can come from anywhere. Spikes Asia saw an increase in submissions of 6.1% in 2024 (3,189) from 24 markets, compared to 2023 (3,005) from 21 markets. We will continue to nurture and grow the Spikes Asia Awards program and continually deliver key insights to our audience, to support creatives and marketers across APAC.

The 2025 Awards have introduced a new section for PR agencies only in the PR Spikes, along with a refreshed entry process. Entrants will have the option to have their answers to Sustainability and DEI questions seen by their respective jury, to encourage entrants that are making progress in these areas to provide that additional perspective. Entrants will be required to answer a compulsory question about the cultural context, to provide the jury with as full a picture as possible when it comes to the cultural nuances of the work.

Which new category do you expect will really take off? Why?

Creativity in APAC is at an all-time high, with Singapore winning the Glass: Lion for Change at Cannes Lions 2024. We have seen evidence of just how much creativity’s power to drive progress for business, people and society resonates with our community. I'm looking forward to seeing examples of work emerge from Spikes Asia this year that will propel the performance of brands involved and show how creatives from APAC are innovating.

Why did you decide to hold this year's judging in Vietnam?

Spikes Asia is evolving from a single touchpoint in the year to a series of bespoke and accessible regional events designed to support the needs of the industry year-round. The programme will broaden the reach of events, and will include live-judging for Spikes Asia in March, which will be held in Vietnam and will culminate in the live awards Ceremony in April, held in Singapore, to set the benchmark for creative excellence in APAC.

What are you most looking forward to about Spikes Asia this year?

I’m excited to bring the industry together again this year and provide a platform for creative excellence and effectiveness in APAC. Spikes Asia is the home for creativity in the region and is the annual meeting place where collaborations happen and insights are shared. I believe that great things happen when we’re in a position to bring people together.

Tell us one little known fact about yourself and the Spikes team.

I am a big fan of traveling and exploring new places! I’ve visited over 30 countries, including Bhutan, South Africa, Turkey, and Maldives. I’m very lucky to oversee an experienced and knowledgeable team with diverse interests and energies which helps to bring in different perspectives to our events, fostering creative ideas.