The Future of Creativity in Asia-Pacific: Meet the Visionary Leading Spikes Asia into a New Era
As the creative landscape in Asia-Pacific continues to evolve at breakneck speed, one question looms large: How can we celebrate innovation while preserving the human essence of storytelling? With Spikes Asia now accepting submissions for its highly anticipated 2026 Awards (https://www.campaignasia.com/article/spikes-asia-2026-entries-open-with-new-creative-b2b-category/505383), we sat down with the festival’s newly appointed director, Melanie Speet, to explore her vision, the transformative changes ahead, and the delicate balance between technology and creativity. But here’s where it gets controversial: Can AI truly enhance human creativity, or is it a silent usurper waiting in the wings?
Speet, who joined Spikes—a joint venture between Haymarket and Lions—in September, brings a wealth of experience in client services, marketing partnerships, and large-scale events. Her mission? To steer Spikes Asia into its next chapter, ensuring the festival remains a beacon for creativity, culture, and community across the region. With the introduction of a new Creative B2B Spikes Award category this year, the stage is set for bold conversations and groundbreaking work.
Campaign: Melanie, what drew you to lead Asia’s most prestigious creativity awards?
Speet: Creativity has always been my North Star. From my early days in marketing and agency account management to over a decade in television across APAC—working on iconic shows like MasterChef and the Olympics—I’ve witnessed the power of ideas to unite people and drive change. Later, at Branded, I led marketing for events like All That Matters and CreatorWeek, which brought together diverse industries to tackle pressing challenges. Spikes Asia felt like the perfect convergence of everything I’m passionate about: creativity, culture, and community. It’s an honor to champion APAC’s talent and shape the future of this dynamic region.
And this is the part most people miss: Speet’s journey isn’t just about awards; it’s about recognizing how accolades can inspire teams, drive business outcomes, and propel industries forward. But does the industry risk losing its soul in the pursuit of recognition?
What unique perspective do you bring to Spikes Asia?
Throughout my career, I’ve seen how recognition can do more than celebrate great work—it can spark revolutions. In television, the Promax Awards (now GEMA Awards) taught me the importance of evolving with the times. At Spikes, I’m committed to ensuring we don’t just reflect APAC’s creativity today but also guide the industry through emerging trends like AI, new platforms, and the creator economy. It’s about celebrating excellence while fostering a community that’s future-ready.
What’s new for Spikes Asia 2026?
While our core mission—celebrating Asia-Pacific’s best creativity—remains unchanged, we’re evolving to meet the industry’s shifting demands. This year, we’ve introduced the Creative B2B Spikes to honor outstanding business-to-business marketing, a sector projected to dominate 80% of the APAC market by 2026. We’ve also added a Transformative Design section to the Design Spikes, celebrating innovation with measurable impact. Glass: The Award for Change now emphasizes long-term, inclusive impact, and the Social & Influencer Spikes have evolved into the Social & Creator Spikes, acknowledging the growing influence of creators in shaping culture.
But here’s the bold question: As we celebrate these advancements, are we doing enough to ensure diversity and inclusivity in the work we recognize?
What excites you most about your role?
The sheer creativity and passion of the APAC region are electrifying. Each country brings its unique culture, values, and perspectives, creating a tapestry of innovation that’s unparalleled. Collaborating with jurors and creative leaders who are redefining excellence is incredibly inspiring. And knowing that the work we celebrate will inspire the next generation? That’s the ultimate reward.
How is Spikes addressing the rise of AI in creative work?
AI is the elephant in the room—and it’s not going away. Last year, we introduced mandatory AI disclosure in the entry process to ensure transparency. While AI can enhance creativity and elevate output, human-led storytelling—with its emotional depth and cultural nuance—remains irreplaceable. But as AI tools become more sophisticated, how do we ensure they amplify creativity rather than replace it?
What’s on the minds of the creative and marketing communities?
A recurring theme is creative fragmentation. With countless platforms and formats, the traditional “hero” campaign is fading. The challenge? Ensuring big ideas still shine through the noise. There’s also a hunger for diverse voices and perspectives, particularly in a region as culturally rich as APAC. Speed and efficiency are top of mind, too, as AI and data reshape workflows. And let’s not forget the appetite for bravery—work that challenges conventions and pushes boundaries.
Final Thoughts:
As Spikes Asia 2026 prepares to take center stage in Singapore next March, the festival promises to be more than an awards show—it’s a movement. But the real question is: Are we ready to embrace the future of creativity, with all its complexities and controversies?
Entries for Spikes Asia 2026 close on Thursday, January 29, 2026. For more details, visit www.spikes.asia (https://www.spikes.asia/). Let us know in the comments: How do you think AI will shape the future of creativity? Is it a collaborator or a competitor? The conversation starts here.
