Spikes’ Terry Savage Gives an Insider’s Guide

LBB> What events in particular are you most looking forward to at this year’s festival?

TS> One of the great things about our events is choice. We have a great range of speakers this year, across all sectors of the business - we have seminars, we have forums, we have tech talks and for the first time shown in Asia we have the Saatchi & Saatchi New Directors’ Showcase. But the thing I enjoy the most at Spikes is the networking – let us be clear, Asia is the fastest growing region on the planet. The cultures are diverse, it is fascinating to both learn about the region and understand the opportunities in the region.

LBB> How has Spikes evolved over the years?

TS> I think we are now clearly the most important creative event in the region; Spikes has become the Cannes Lions of Asia. We are now covering sectors such as Health and importantly Innovation, but the biggest evolution is in the delegate base. In year one 65 per cent of our delegates came from Singapore – this is now down to 20 per cent of a much bigger delegate number. We get delegates from all over Asia and in fact all over the world, as people are attending Spikes globally to get a window into Asia. Mongolia in fact, have sent their first delegate in 2014.

LBB> What’s your most enduring Spikes memory to date?

TS> It is always the speakers that stand out to me – the most memorable of which was when, as part of DDB presents, they brought the late Bryce Courtney to speak. He was crazy, inspiring – and the energy for a man of his age, unbelievable.

LBB> And what’s new for Spikes 2014?

TS> We have introduced both an Innovation category and Healthcare category in 2014, both of which have been well entered – there are two new academies for Digital and Craft for under 28-year-olds and for the first time also a Young Spikes Digital competition.

LBB> How do you think the growth of Spikes has influenced creativity within the region?

TS> I think it has been important. The biggest indicator of that is our entry numbers which will be 5000 this year. Spikes is constantly innovating in the award sector to reflect the constant changes going on, and of course the learning programme is bringing a raft of world class speakers to the region each year.

LBB> Coca-Cola has been named Advertiser of the Year. I won’t ask you why – their advertising and marketing innovations in Asia-Pac over the last few years speak for themselves. What I would like to ask, though, is what you think other brands might learn from Coke’s approach to advertising? How do you think the brand has raised the bar for creativity in the region?

TS> There is only one thing they have to learn and that is to understand the body of evidence that shows that better creativity gets a higher return on investment than poor creativity. Once you understand that, you understand the commitment that Coke has given to creativity, in this region and across the planet.

LBB> There’s an enormous focus on up-and-coming talent at the festival, with the Young Spikes competitions and several focused academies (production, media, creative, etc.). What can young adlanders expect?

TS> To walk away inspired, with more knowledge and enthusiasm to do what you do. If that is achieved it is a big win for the people attending. 

LBB> What do you think will be the hot topics of conversation at this year’s festival (aside from who wins what!)?

TS> The rate of change happening in our industry, what these changes mean to us all and how we can deal with them in a positive and meaningful way.

LBB> Any Singapore secrets for first-timers to the festival?

TS> Great festival, great hotels, great food and great fun - Singapore has a lot to offer everyone. From the open air food courts to the casinos, it really is a fun city to visit.

Terry Savage is Chairman of the Lions Festivals