Even as one is barely getting over from the excitement at Cannes Lions, it’s Spikes Asia time already. The Festival began full swing on September 18, 2011 at the Suntec City in Singapore. The first day saw a sizeable number of delegates and industry leaders – from the region, and from India.
Terry Savage, Festival CEO, is charged as usual with the response that Spikes Asia has managed this year. Speaking to exchange4media, he said, “By the time the registrations are completed, we would have anywhere between 1,600 and 1,700 delegates, and that is 15 per cent higher than last year. There is a strong India contingent too, but we are really thrilled with the fact that on the whole, around 78 per cent of delegates have travelled to Singapore to attend the festival.”
He explained that the shift was important as it marked more audiences in the conference halls, as compared to previous years, many registered delegates were from the Singapore market itself.
The number of entries has seen an encouraging increase this year with 3,647 entries competing this year in comparison to the 3,058 in 2011. Of this, Indian agencies have sent a total of 612 entries. Last year, this number was at 452. exchange4media readers would recall that India has sent the highest number of entries to Spikes Asia this year. The second highest is from Australia at 443 entries.
The Festival took an interesting step this year when it introduced an additional category of Mobile. However, the category has seen only 47 entries, and the Festival organisers, while convinced that these numbers would grow over the next few years, are still observing how the industry responds to mobile as a standalone category.
Speaking on the overall Festival, Savage said, “We are trying to improve the programme, bringing creativity as the key value on this stage. We have some very respected industry leaders like John Wren, CEO, Omnicom, and many more advertisers included this year. Also, we have worked on getting the balance right between global and topics relevant to the region this time.
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