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: Who will champion the region’s innovative spirit and guide it into uncharted territory? Enter Melanie Speet, the newly appointed director of Spikes Asia, whose arrival coincides with the opening of submissions for the 2026 Awards (https://www.campaignasia.com/article/spikes-asia-2026-entries-open-with-new-creative-b2b-category/505383). In an exclusive conversation with Campaign Asia-Pacific, Speet shares her vision for the prestigious festival and awards, shedding light on how she plans to navigate the industry’s seismic shifts while celebrating its triumphs. But here's where it gets intriguing: Can Speet’s diverse background in media, marketing, and events truly bridge the gap between tradition and innovation?
A Journey Fueled by Creativity and Connection
Speet’s path to Spikes Asia is anything but conventional. With a career spanning marketing, television, and large-scale events, she’s witnessed firsthand the transformative power of creativity. From managing accounts for creative agencies to leading marketing strategies for global brands like E!, Bravo, and DreamWorks, Speet has always been drawn to the intersection of storytelling, culture, and community. Her tenure at Branded, where she spearheaded marketing for events like All That Matters and CreatorWeek, further solidified her belief in collaboration as a catalyst for change. But what does this eclectic experience mean for Spikes Asia? Speet sees it as a natural evolution, a chance to unite her passions and propel the region’s creative talent onto the global stage.
The Power of Recognition: More Than Just Awards
One of Speet’s most compelling insights is her understanding of recognition as a force for progress. Drawing from her time in television, where awards like Promax (now GEMA) evolved alongside the industry, she emphasizes the need for Spikes Asia to stay agile. And this is the part most people miss: It’s not just about celebrating excellence; it’s about inspiring teams, driving business outcomes, and fostering communities that can adapt to the future. Speet’s vision? To ensure Spikes Asia doesn’t just reflect APAC’s creativity today but actively shapes its tomorrow—whether through AI, emerging platforms, or the creator economy.
What’s New (and What’s Not) for Spikes Asia 2026
While the core mission of Spikes Asia remains unchanged—celebrating the best in creativity across Asia-Pacific—the 2026 edition is brimming with innovation. The introduction of the Creative B2B Spikes is a bold move, addressing the region’s booming B2B sector, which is projected to dominate 80% of the global market share by 2026. But is this enough to keep pace with the industry’s rapid transformation? Speet thinks so, but with a twist. The awards also feature a Transformative Design section, an evolved Glass Award for Change, and the rebranded Social & Creator Spikes, all designed to spotlight work that drives measurable impact and cultural relevance. The Cultural Engagement sub-category, in particular, is a standout, rewarding campaigns that navigate cultural nuances with authenticity—a timely addition in an era of increasing globalization.
The Human Touch in an AI-Driven World
As AI continues to reshape creative industries, Speet is adamant: AI should enhance creativity, not replace it. Spikes Asia’s mandatory AI disclosure in the entry process is a step toward transparency, ensuring juries understand the human intent behind AI-assisted work. But here’s the controversial part: Does this approach truly address the ethical dilemmas of AI in creativity? Speet believes it’s a starting point, but the conversation is far from over. She invites the industry to join the debate, asking: How can we ensure AI amplifies human creativity without overshadowing it?
The Pulse of the Industry: Fragmentation, Diversity, and Bravery
Speet’s conversations with industry leaders reveal three pressing concerns. First, creative fragmentation: With countless platforms and formats, how can big ideas still shine? Second, the call for diverse voices: In a region as culturally rich as Asia-Pacific, representation matters more than ever. And finally, the demand for bravery: Work that challenges conventions and pushes boundaries is what the industry craves. But can Spikes Asia truly deliver on these expectations? Speet is confident, but she’s also realistic—it’s a collective effort.
Looking Ahead: A Community-Driven Future
As Speet settles into her role, she’s energized by the region’s passion and creativity. The March 2026 festival in Singapore promises to be a hub for conversation, thought leadership, and talent nurturing. But what’s the ultimate goal? For Speet, it’s about leaving a legacy—ensuring the work celebrated at Spikes Asia inspires the next generation of creatives. As she puts it, “It’s not just about awards; it’s about building a community that thrives on innovation and collaboration.”
Your Turn: What Do You Think?
As Spikes Asia embarks on this new chapter, we want to hear from you. Is the industry ready for the changes Speet is championing? How should AI’s role in creativity be defined? And what does bravery in marketing look like to you? Share your thoughts in the comments—let’s spark a conversation that shapes the future of creativity in Asia-Pacific. Entries for Spikes Asia 2026 are open until January 29, 2026. Visit www.spikes.asia for more details.
