IAA Learnings from Spikes
Unravelling the Last Mile: Why the Shelf Still Defines Brand Success
24/04/2026
Spikes Asia, founded in 1986 in Singapore as the regional counterpart to Cannes Lions, champions creative excellence in Asia-Pacific. It spotlights the exceptional creativity emerging from APAC and the winning work at Spikes Asia demonstrate the power of ideas that are both culturally resonant and commercially effective. Over years it has evolved into a year-round hub for identifying trends and celebrating creative excellence in various marketing and branding functions.
In 2026, Spikes Asia was organised in the week of March 9-13, 2026 and this included new category of awards – Creative B2B Spike, and evolved the Social & Influencer awards into “Social & Creator” to reflect the growing importance of creator-led marketing. The 2026 awards also emphasized “Results-Driven Creativity” that focused on practical and measurable results as the outcomes of creative solutions.
IAA Malaysia, staying true to its charter - serves as the global compass for marketing communications industry, organised five sponsored passes for its corporate members to attend the event and bring back learnings for the business, marketing, media and communications community of Malaysia.
IAA Malaysia invites you to attend the learning session
Venue: BAC Performing Arts Centre (BACPAC), VSQ @PJ Cuty Centre, Block 6, Level 3A
Date: 05/06/2026 (Friday), 9 am to 11.00 am
Entry Ticket: RM 50 per attendee / RM200 for a block of 5 attendees (includes light refreshments/ breakfast)
PROGRAMME (TBC)
| TIME | PROGRAM DETAILS | SPEAKER |
|---|---|---|
| 8:30 - 9:00 AM | Registration | - |
| 9:00 - 9:10 AM | Welcome Address | IAA Malaysia |
| 9:10 - 9:50 AM | Learning From Spikes Asia 2026 | Melanie Speet (Director of Spikes Asia) |
| 9:10 - 10:00 AM | Presentation by Momentro | Momentro |
| 10:00 - 10:10 AM | MOU Signing between IACT & Momentro | - |
| 10:10 - 10:40 AM | Spikes Asia 2026: The Strategy Function Pivots | Hui Tsin (CEO TBWA Malaysia) & Jeremy Kuan (Strategy Director Dentsu Malaysia) |
| 10:40 - 11:10 AM | Spikes Asia 2026: Emerging Trends in Creativity. | Christopher Greenough (GM Growth Ops Malaysia) & Gbum Jalil (Creative Director, Dentsu Malaysia) |
| 11:10 - 11:30 AM | Tea Break / Breakfast / Networking | - |
Note: All timings, speakers, and activities are subject to change, alteration, or cancellation at the sole discretion of the organizers. We reserve the right to modify any component of the program at any time without fault.
